FTC Approves Final Order Settling Charges that Company’s Head Lice Protection Claims Were Deceptive

Following a public comment period, the Federal Trade Commission has approved a final order settling charges that personal care company Lornamead, Inc. deceived consumers with exaggerated claims that its “Lice Shield” shampoo, stick, and spray products will prevent or reduce the risk of getting head lice.

According to the FTC’s complaint, Lornamead claimed in print ads, website and banner ads, and on product packaging, that the citronella and other essential oils in its Lice Shield products would “dramatically reduce” the risk of head lice infestations. The company also claimed that the best way to treat lice was to avoid getting them, with Lice Shield products that are “scientifically shown to repel head lice.”

Under the final order setting the FTC’s charges, Lornamead will pay $500,000, and is prohibited from making further deceptive lice-prevention claims.

The Commission vote approving the final order and responses to members of the public who provided comments was 4-0-1, with Commissioner Terrell McSweeny not participating. (FTC File No. 132-3204; the staff contact is Linda K. Badger, FTC Western Region, San Francisco, 415-848-5100)

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