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Analysis of Kevin Trudeau's "Natural Cures" Infomercial
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A Critical View of the Health Infomercial Marketplace
1000
Analysis of Kevin Trudeau's
"Natural Cures" Infomercial (2004)
Stephen Barrett, M.D.
In September 2004, after having been charged repeatedly with false advertising, infomercial marketer Kevin Trudeau became bound by an FTC consent agreement under which he agreed to pay a $2 million penalty and be banned from appearing in, producing, or disseminating future infomercials that advertise any type of product, service, or program to the public, except for "truthful infomercials for books, newsletters, and other informational publications." An FTC official stated that the ban was "meant to shut down an infomercial empire that has misled American consumers for years."
Around the time that the consent order was signed, Trudeau began flooding the airwaves with a 30-minute infomercial for a book called Natural Cures “They” Don’t Want You to Know About . Although the infomercial suggested that the book would make specific recommendations for specific problems, it actually did not.
In 2005, probably in response to widespread criticism that his book did not contain what it promised, Trudeau published a second edition that included alleged "natural cures" for more than 50 diseases and conditions. In 2006, he published a third book called More Natural "Cures" Revealed in which he claims to have gotten his inside information from a "secret society" that gave him "health secrets, access to the inner circles of the rich and powerful, and the ability to live a life of luxury." On page 11, he states:
As a member of this secret society I have sat in private
meetings with the heads of state from "
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