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Federal Trade Commission Reviewing Four Loko Complaints

| Filed under: Legal MattersBusiness BlitzAlcohol

Four Loko FTC

If your product is referred to as "blackout in a can," does that automatically mean your product is bad??

Well, the FTC is going to take a look into the complaints about Four Loko, which happens to have that nickname.

In 2010, some party goers didn't know when to stop drinking the stuff and ended up in the hospital — this sent people into a panic, which led to some states banning the drink, and Four Loko itself to ultimately remove the caffeine that was packed in with the booze.

But left the booze, of course.

Here's the issue:

'The FTC charges that the drink's creator, Chicago-based Phusion Projects, has implied in ads that its 23.5-ounce can is equal to one or two regular 12-ounce beers. The agency says the can, which contains up to 12 percent alcohol, is really more like four to five beers and shouldn't be consumed in one sitting.'

So the new ruling would be that they have to say exactly how much alcohol is on the can, and make the can resealable for multiple uses instead of having to drink it all at once.

Then they wanted to hear from the public — and they were overwhelmed with the response that they weren't going far enough.

200+ people made their voices heard about the drink. To put that in perspective, Facebook has 845 million users — and yet when the FTC asked for the public's opinion on a proposed settlement, it only got 59 responses.

That's crazy.

Here's what one member of the FTC has to say in response:

"If I had a magic wand, this would be a smaller product with less alcohol. But I do not have a wand. I operate within my agency's jurisdiction, and the FTC does not have the jurisdiction to ban this product or to force a company to limit its size or potency."

They can only effect how something is marketed and presented.

We'll find out what happens officially in the next few months.

How do U feel about Four Loko?

[Image via AP Images.]

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