Alameda County District Attorney's Office
Nancy E. O'Malley, District Attorney

Meet DA Nancy E. O'Malley

$800,000 Settlement with Intelligent Beauty Inc.

On November 26, 2012, a lawsuit against Intelligent Beauty Inc., the makers of Sensa, reached a settlement to the tune of $800,000. Alameda County joined eight other California county DA’s offices (Santa Cruz, Marin, Monterey, Napa, Orange, Santa Clara, Solano, and Sonoma) in filing suit against the Delaware-based company for false advertising in the marketing campaign of their product Sensa.

The so-called "sprinkle diet" is sold nationwide and is marketed as a weight loss aid. Ads for the product claim that consumers can lose weight by sprinkling flavored 'tastants' on their food. Sensa became the subject of the District Attorneys' investigation an advertisement claimed that the product’s efficacy had been clinically proven in the largest clinical study ever conducted. As part of the final Judgment, the defendants agreed to pay civil penalties and costs in the amount of $800,000 to be used for the enforcement of consumer protection laws.

The federal government does not regulate the dietary supplement market, so it is incumbent upon the state to take action against false and misleading claims. District Attorney O’Malley states, “The Alameda County District Attorney’s Office is committed to protecting California consumer’s from deceptive advertising in the dietary supplement market place.” Deputy District Attorney Scott Patton handled the case for Alameda County.

The Defendants did not admit fault or liability, but have agreed to abide by comprehensive court orders to prevent any future unfair or deceptive business practices.

Posted on Dec 10, 2012