FOR IMMEDIATE RELEASE:   October 24, 1990


           FTC CHARGES MILES INC. MADE UNSUBSTANTIATED
               AD CLAIMS FOR "ONE-A-DAY" VITAMINS;
                  COMPANY AGREES TO SETTLEMENT


     The Federal Trade Commission has charged Miles Inc. with
making unsubstantiated advertising claims about the health benefits
of its One-A-Day brand multiple vitamins.  Miles agreed not to make
such unsubstantiated claims in the future, under a consent agree-
ment announced today for public comment.

     The Commission's complaint cites television and radio ads for
One-A-Day Maximum Formula, One-A-Day Stressgard, One-A-Day Essen-
tial, One-A-Day Plus Extra C, and One-A-Day-Within, which made such
claims as:

     --   "Strenuous exercise can actually knock essential minerals
          right out of your system.  But One-A-Day vitamins are
          uniquely formulated to help put back what your world
          takes away."  

     --   "One-A-Day vitamins are uniquely formulated to put back
          what your stressful world takes away ...."

     --   "Defending your lungs against air pollution requires
          vitamins A,E and C.  Daily stress can chip away at your
          B vitamins.  And rigorous physical training can actually
          knock essential minerals right out of your system. 
          That's why One-A-Day vitamins are uniquely formulated to
          help put back what your world takes away."

     According to the complaint, Miles did not have a reasonable
basis for claiming that:

     --   ordinary rigorous physical exercise depletes essential
          minerals in the body so that consumption of a daily vita-
          min supplement, such as One-A-Day, is necessary or bene-
          ficial. 

     --   consumption of vitamins A, C and E, in the form and
          amount contained in One-A-Day protects human lungs
          against the adverse effects caused by typical air pol-
          lution; and 

     --   the stress of daily living depletes vitamin B in the body
          so that consumption of a daily vitamin supplement, such
          as One-A-Day, is necessary or beneficial. 

     Under the consent agreement, Miles will not make any of the
challenged claims for any vitamin or mineral supplement, unless it
has competent and reliable scientific evidence to substantiate the
claims.  In addition, it will not make any representation concern-
ing the need for or benefits to be derived from any One-A-Day brand
product, unless it has competent and reliable scientific evidence
to substantiate the claims.

     Miles is based in Elkhart, Ind.  The FTC's Cleveland Regional
Office handled the investigation.

     The consent agreement will appear in the Federal Register, and
be subject to public comment for 60 days, after which the Commis-
sion will decide whether to make it final. 

     Comments should be addressed to the Office of the Secretary,
FTC, 6th St. and Pennsylvania Ave. N.W., Washington, D.C. 20580.

     A consent agreement is for settlement purposes only and does
not constitute admission of a law violation.  When the Commission
issues a consent order on a final basis, it carries the force of
law with respect to future actions.  Each violation of such an
order may result in a civil penalty of up to $10,000.

     Copies of the agreement, the complaint, and an analysis of
the agreement are available from the FTC's Public Reference Branch,
Room 130, 6th St. and Pennsylvania Ave. N.W., Washington, D.C.
20580; 202-326-2222; TTY 202-326-2502.

                              # # #

MEDIA CONTACT:      Susan Ticknor, Office of Public Affairs,
                    202-326-2181

STAFF CONTACT:      Mark Kindt, Cleveland Regional Office,
                    216-522-4210

(FTC File No. 902 3010)

(vitamin)