The FTC called POMs adverts "false"

The FTC called POM's adverts "false"

POM Wonderful has maintained that its pomegranate juice is “inherently healthy” after a court upheld a ruling over misleading health claims.

An appeals court in Washington DC on Friday backed a ban on POM adverts that claimed the company's juices could help solve health problems including heart disease and erectile dysfunction, Reuters reported. The order was from the Federal Trade Commission, which in 2010 had argued that some claims in POM adverts were "false and unsubstantiated".

However, in a statement, a spokesperson for POM said that it was “proud” of its scientific research into the health benefits of pomegranates and pomegranate juice. 

“Consumers know that pomegranate juice is inherently healthy, and POM Wonderful has always communicated with consumers in a transparent, honest manner," the statement said.

It also said it was pleased the court had “substantially reduced” a requirement from the FTC to conduct multiple double-blind, placebo-controlled studies.

In October, POM launched its first TV marketing campaign in three years with ads highlighting the antioxidant properties of pomegranates.