Dannon to pay $21 million for deceptive marketing - KWWL - Eastern Iowa Breaking News, Weather, Closings

Dannon to pay $21 million for deceptive marketing

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MADISON, WISCONSIN (KWWL) -- Dannon will be paying $21 million to settle a multi-state lawsuit over deceptive advertising of its yogurt.

The Wisconsin Attorney General says the company had made claims that Activia helped regulate a person's digestive system beyond what studies had proven.  It claimed one serving a day for two weeks would improve intestinal transit time.

The problem was that a majority of studies showed it took three servings a day to produce that effect.  The benefit comes from a single ingredient, which is a probiotic that Dannon trademarked as Bifidus Regularis.

In addition to the settlement, Dannon will also be changing its marketing practices.

Wisconsin will receive $861,111.11 in the settlement.  Iowa was not one of the states included in the lawsuit.

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