PROMISE MARGARINE'S "GET HEART SMART" CAMPAIGN TARGETED IN FTC DECEPTIVE ADVERTISING CASE
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Do You Want
Great-Tasting, Fat-Free Food?
You've Got It!
This page was preserved by Google, but, of course, it is no longer available on the web -- the lies disappear so that you can't find them!!
An explosion of great-tasting, fat free foods! You probably don't realize how many newly introduced foods are fat free and healthful. The more saturated fat you eat, the more you clog your arteries, increasing your chance of suffering a heart attack. The clogging process starts in childhood. (Eating any fat raises your risk of many cancers.)
If you've tried fat-free food in the past and didn't like it, give it another try! Companies are constantly improving quality and FLAVOR!
Fat-Free & Low-Fat Margarines
Some fat-free margarines taste pretty good and they're low in calories! Give them a try! Low-fat margarines are not fat-free but close. Look for tub margarines with only one gram of saturated fat . . . two at the most. You'll find lots of brands to choose from. If you must have stick margarine, find the brand with the least saturated fat. It will have trans fatty acids (approximately as bad for you as saturated fat). These are created when oil is hydrogenated. The consensus is that the worst margarine, including the trans fatty acids, contain less of the cholesterol-raising ingredients of butter. Butter is the absolute worst, in spite of all the hoopla you've read. |
[Karl Note: The above brand of margarine was advertising blatant lies -- got caught -- and is no longer on the market. But, during the time that it was being sold, millions of people believed the lies. They still believe the lies, and are only upset that they can no longer get "their spread." Click HERE to read the entire story on how margarine got to its status as a food, which it is not, while driving butter off the market -- thus setting society up for the multi-billion drug fraud, such as Lipitor, designed to cure a fake disease.
Here is a message I received on August 19, 2002:
I do not know if you can help but we had been using Promise Fat Free Margarine for quite some time and now it seems to be unavailable. Do you know how I can reach the company or do you know why it is now unavailable. Thank you, Harriet
Karl Loren
FOR RELEASE: NOVEMBER 7, 1996
PROMISE MARGARINE'S "GET HEART SMART" CAMPAIGN TARGETED IN FTC DECEPTIVE ADVERTISING CASE
Major Margarine/Spread Marketer Signs
Settlement
Barring Unsupported Heart Health Claims
One of the largest marketers of margarines and spreads in the United States has signed an agreement with the Federal Trade Commission to settle charges over a national advertising campaign for Promise margarine that focused on consumers' heart health concerns. The campaign used "Get Heart Smart" as its slogan and showed heart-shaped pats of Promise on food items. The FTC alleged that the ads implied without adequate supporting evidence that eating Promise margarines and spreads helps reduce the risk of heart disease, and also that the ads included false low-fat and low-saturated-fat claims. The New York City-based manufacturer, Conopco, Inc., is a subsidiary of Unilever United States, Inc. which also markets margarines and spreads under the Imperial, Shedd's Country Crock and I Can't Believe It's Not Butter brand lines through its Van Den Bergh Foods Company operating division. The settlement announced today would prohibit Conopco from making unsubstantiated or false health or nutrient content claims for all these products. In addition, in any ad including a "no cholesterol" claim for a margarine or spread that contains a significant amount of fat, Conopco has agreed to clearly state the total fat content.
"The evidence just doesn't support the absolute, unqualified healthy-heart claim we found in the Promise ads because of the high fat levels in the products," said Jodie Bernstein, Director of the FTC's Bureau of Consumer Protection. "Gram for gram, Promise margarines and spreads probably do provide a comparative 'healthy heart' advantage over fats like butter that contain more saturated fat. On the other hand, the products at issue also contain high levels of total fat and trans fatty acids."
The advertising at issue in the FTC case was for Promise spread (9.5 grams of fat per 1 tablespoon serving, 34 grams of fat per 50 grams), Promise Extra Light margarine (5.6 grams of fat per 1 tablespoon serving, 20 grams of fat per 50 grams), and Promise Ultra (26%) spread (3.64 grams of fat per 1 tablespoon serving, 13 grams of fat per 50 grams). (The FTC did not challenge claims for Promise Ultra Fat Free Nonfat spread.)
In the complaint detailing its charges in the Promise case, the FTC cited several commercials and print ads that included various health and nutrient-related statements and depictions. One commercial showed newspaper headlines such as, "HEART DISEASE: Nation's #1 Killer," and "HEALTH TODAY" followed by the subhead, "Serum Cholesterol: the warning is real." This particular commercial also showed heart-shaped pats of margarine on a plate of pancakes and a package of Promise spread with the statements, "Low in Saturated Fat" and "No Cholesterol." The commercial concluded with the "Get Heart Smart" slogan.
The FTC said it challenged these and other ads because they conveyed one or more of the following claims: that eating Promise spread, Promise Extra Light margarine or Promise Ultra (26%) spread helps reduce the risk of heart disease; that these products are low in total fat; and that Promise spread is low in saturated fat. But the evidence was not adequate to support the absolute and unqualified heart disease claim, the FTC charged, and the fat-content claims are false. Moreover, the FTC alleged that the "no cholesterol" claims for Promise spread and Promise Extra Light margarine were deceptive because the ads failed to disclose that the spreads also contain a significant amount of total fat.
The proposed consent agreement Conopco has signed to settle the FTC charges would require the firm to have adequate scientific substantiation before making any claim that a margarine or spread reduces the risk of heart disease, or that it causes or contributes to a risk factor for any disease or health-related condition. The consent agreement also would prohibit the firm from misrepresenting the amount of fat, saturated fat, cholesterol or calories in any spread or margarine. When making a nutrient-content claim such as "low fat," the settlement would require Conopco to follow Food and Drug Administration labeling regulations for the qualifying amount of the nutrient for such claims.
Further, the order would require Conopco to disclose clearly and prominently the total grams of fat per serving whenever it makes a claim about the amount of cholesterol in any margarine or spread that contains a significant amount of fat (as specified in FDA labeling regulations). For three years, ads for Promise margarine or spreads that must include the total fat disclosure also would have to disclose either the percentage of calories derived from fat or the fact that the product is not low in fat.
The settlement also contains various reporting and recordkeeping provisions that would assist the FTC in monitoring compliance, as well as a provision making clear that claims specifically permitted by FDA regulations would not be prohibited under the settlement.
The Commission vote to announce the proposed consent agreement for public comment was 5-0. A summary of the agreement will be published in the Federal Register shortly. The agreement will be subject to public comment for 60 days, after which the Commission will decide whether to make it final. Comments should be addressed to the FTC, Office of the Secretary, 6th Street and Pennsylvania Avenue, N.W., Washington, D.C. 20580.
NOTE: A consent agreement is for settlement purposes only and does not constitute an admission of a law violation. When the Commission issues a consent order on a final basis, it carries the force of law with respect to future actions. Each violation of such an order may result in a civil penalty of $10,000.
Copies of the complaint, proposed consent agreement and an analysis of them to assist the public in commenting on this case are available on the Internet at the FTC's World Wide Web site at: http://www.ftc.gov, or by calling 202-326-3627. FTC documents also are available from the FTC's Public Reference Branch, Room 130, 6th Street and Pennsylvania Avenue, N.W., Washington, D.C. 20580; 202-326-2222; TTY for the hearing impaired 202-326-2502. To find out the latest news as it is announced, call the FTC NewsPhone recording at 202-326-2710.
MEDIA CONTACT:
Bonnie
Jansen, Office of Public Affairs
202-326-2161 or 202-326-2180
STAFF CONTACT:
Bureau
of Consumer Protection
Anne V. Maher, 202-326-2987
Rosemary Rosso, 202-326-2174
(FTC File No. 912 3336)
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