Sometimes the name of a product or how it is packaged may mislead you into thinking it is something that it is not.
Example 1:
All-in-one products are nothing new — remember Mop & Glo from decades ago? Marketers know that consumers like products that do multiple things. Take Listerine Total Care, for example.
Similar to its “total” toothpaste counterparts, Listerine Total Care claims to provide multiple benefits:
The troublesome claim here is about preventing plaque. Why? Because according to the FDA, there are no ingredients in Listerine Total Care that have been approved and proven to do this!
*MOUSE PRINT:
“[A]nother claim on the label of Listerine Total Care Anticavity Mouthwash is “Fights Unsightly Plaque Above the Gum Line.” This statement represents that the product fights plaque, a well-known precursor to gum disease, including gingivitis. … [N]o mouthwash with sodium fluoride as the active ingredient has been included or proposed for inclusion [in a list of ingredients approved by the FDA as an effective treatment for plaque/gingivitis]. We are not aware of any support for the antiplaque/antigingivitis claims or other statements suggesting that the product is comprehensive in function, providing benefits beyond those related to prevention of cavities. Thus, the product’s labeling claim that it will provide all of the benefits listed, is misleading and accordingly makes it misbranded …” — FDA warning letter to makers of Listerine.
In short, the FDA is claiming that Listerine Total Care is an unapproved drug because it is making health claims that have not been allowed by the agency.
Example 2:
Log Cabin has come out with a new “all natural” syrup in a traditional maple syrup jug:
If you assume this jug contains maple syrup, you would be only partially right.
*MOUSE PRINT:
