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Charlotte Area News

Maker Of Activia To Pay $21 Million To Settle Deceptive Ad Complaints

The yogurt-maker Dannon has agreed to settlements with the Federal Trade Commission and 39 states, including North and South Carolina, over deceptive advertising claims involving its Activia and DanActive products. If you watch TV, you've probably seen the Jamie Lee Curtis commercials. She says the yogurt Activia can help with digestive issues such as occasional "irregularity." Then a male voice proclaims: "With the natural culture Bifidus Regularis, Activia eaten every day is clinically proven to help regulate your digestive system in two weeks." "The other good news: Activia tastes great," Curtis says to the camera as she eats a scoop of yogurt. Activia may taste great, but the FTC says studies show people must eat three servings a day to get the digestive benefits. Dannon's advertising left the impression that only one serving a day is necessary. Dannon will pay $21 million to 39 states in a settlement with attorneys general. North Caroina's share is $861,111. South Carolina will receive $425,000. A separate settlement with the FTC prohibits Dannon from claiming that any yogurt or dairy drink such as DanActive reduces the chances of getting a cold or flu, unless the claim is approved by the Food and Drug Administration.