April 2005 Better Business Bureau report against POM juice

NAD NEWS

For Immediate Release
Contact: Sheryl Harris
212-705-0120

POM WONDERFUL TAKES PART IN NAD SELF-REGULATORY PROCESS

NAD recommends that POM Wonderful modify or discontinue claims regarding its Pomegranate Juice.

New York, NY – April 12, 2005 – The National Advertising Division (NAD) of the Council of Better
Business Bureaus, Inc., the advertising industry’s self-regulatory forum, recommended that POM
Wonderful, LLC modify or discontinue advertising claims regarding its POM Wonderful®
Pomegranate Juice. The truth and accuracy of the advertiser’s claims was brought to the attention of the
NAD through its routine and on-going monitoring program.

NAD recommended that the advertiser modify its claim, in its “Amaze Your Cardiologist” advertisement,
that the daily consumption of eight ounces of POM Wonderful Pomegranate Juice “can reduce plaque by
up to 30%” to more clearly articulate the preliminary nature of the referenced pilot study and the details of
the parameters of that study. NAD also recommended that POM Wonderful either discontinue or modify
this claim, in its “Floss your arteries Daily” advertisement, so as to avoid the implication that daily
consumption of eight ounces of POM Wonderful Pomegranate Juice can serve as a preventative measure
against carotid artery stenosis (artery plaque build-up) in healthy individuals.

In a statement to NAD, POM Wonderful expressed that it was pleased NAD found that some of its
advertising contains valuable health information. Although the advertiser respectfully disagrees with
NAD that POM Wonderful’s use of the 30% plaque reduction claim in the “Floss Your Arteries” ad is in
any way misleading or confusing, “in deference to NAD’s extensive experience and expertise and in
support of the self-regulatory process, [it] agrees to take into account NAD’s findings in this inquiry with
respect to its future advertising.”

For a complete case report of the NAD decision, please contact Sheryl Harris at 212.705.0120.

NAD's inquiry was conducted under NAD/CARU/NARB Procedures for the Voluntary Self-Regulation of
National Advertising. Details of the initial inquiry, NAD's decision, and the advertiser's response will be
included in the next NAD Case Report.

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The National Advertising Review Council (NARC) was formed in 1971 by the Association of National Advertisers, Inc.
(ANA), the American Association of Advertising Agencies, Inc. (AAAA), the American Advertising Federation, Inc. (AAF),
and the Council of Better Business Bureaus, Inc. (CBBB). Its purpose is to foster truth and accuracy in national advertising
through voluntary self-regulation. NARC is the body that establishes the policies and procedures for the CBBB’s National
Advertising Division (NAD), the Children’s Advertising Review Unit (CARU), and the National Advertising Review Board
(NARB).

NAD and CARU are the investigative arms of the advertising industry’s voluntary self-regulation program. Their casework
results from competitive challenges from other advertisers, consumers and also from self-monitoring traditional and new
media, including the Internet. The National Advertising Review Board (NARB), the appeals body, is a peer group from which
ad-hoc panels are selected to adjudicate those cases that are not resolved at the NAD/CARU level. This unique, self-regulatory
system is funded entirely by the business community; CARU is financed by the children’s advertising industry, while
NAD/NARB’s sole source of funding is derived from membership fees paid to the Council of Better Business Bureaus.

http://www.nadreview.org/DocView.asp?PageContext=322272137923114&SessionI
D=1099316&DocumentID=4984