On January 23rd, law firms Coughlin Stoia Geller Rudman & Robbins and Mager & Goldstein, both of Los Angeles, CA, filed a class-action lawsuit against the Dannon Company, White Plains, NY, for misleading consumers about the benefits of its products, Activia, Activia Light and DanActive. The law firms claim specifically that Dannon mounted a massive false advertising campaign to convince consumers to pay more for yogurt containing "probiotic" bacteria because of the products' health benefits. According to a Reuters article, the lawsuit also cites scientific reports showing, counter to Dannon's advertising, that there was no conclusive evidence that the bacteria prevented illness or was beneficial to healthy adults - and that Dannon knew this.
Dannon responded a day later, saying it is aware of the lawsuit and is reviewing it. The company said further that it proudly stands by the claims of its products and the clinical studies which support them. “All of Dannon’s claims for Activia and DanActive are completely supported by peer-reviewed science and are in accordance with all laws and regulations,” a company statement said. “Dannon’s advertising has always been and will continue to be absolutely truthful, and Dannon will vigorously challenge this lawsuit.”
Dannon strongly disagrees with the allegations in the lawsuit. “The filed complaint does not contain any support for the broad generalizations made in the lawsuit. The one publication cited in the lawsuit does not disprove Dannon’s scientific substantiation for its proven product benefits,” the company said. “Indeed, the report cited in the lawsuit, published by the American Academy of Microbiology, does not even reference any Dannon products.”
Dannon makes all scientific studies about its products available to the public following the established method of peer-review and publication. Dannon says it also regularly consults with leading independent experts in the field of probiotics about the science behind all of its probiotic claims.
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01-25-2008, 06:00 PM
Dannon Being Sued for Misleading Claims
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