Ad Alert

Neuro Drinks

California regulators prompt ad changes.

Neurobrands claimed on its website that its neuro SONIC beverage strengthens focus and creativity:

Neuro before
Screenshot of taken April 19.

But an investigation by California regulators found that the Santa Monica-based company did not have proper evidence to back up the cognitive claim.

In fact, the Los Angeles Country District Attorney and Santa Monica City Attorney found that Neurobrands lacked the “competent and reliable scientific evidence” to support several of its health claims and obtained a permanent court injunction prohibiting the company from advertising that the product:

  • Supports memory
  • Provides fuel for the brain
  • Promotes healthy aging
  • Provides mental energy
  • Delivers sustained focus
  • Strengthen your focus and creativity
  • Daily dose of immunity
  • Enhances mood
  • Relieves muscle cramps
  • Helps normalize sleep patterns

Neuro drinks currently come in four 14.5 oz. varieties — SONIC, BLISS, DAILY and SLEEP — and sell for around $2 at major retailers such as Walmart and Target, among other stores.

“Consumers have a right to rely on advertising claims being fully substantiated,” said Santa Monica Chief Deputy City Attorney Adam Radinsky.

While admitting no wrongdoing, Neurobrands also agreed to pay $500,000 in penalties and restitution that will go into a trust fund established to help prosecute consumer protection cases. In a statement, the company said:

What’s inside every bottle of Neuro will remain unchanged; the only thing that will change are some of the words on the outside.

Notice the change here? Lots of empty space where the unsubstantiated claim used to be:

Neuro after
Screenshot of taken April 20.

Find more of our coverage of drinks here.

Our Ad Alerts are not just about false and deceptive marketing issues, but may also be about ads that, although not necessarily deceptive, should be viewed with caution. Ad Alerts can also be about single issues and may not include a comprehensive list of all marketing issues relating to the brand discussed.

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