The Federal Trade Commission (FTC) is sending more than $536,000 in refunds to consumers who purchased Sobrenix, a supplement sold by Rejuvica that falsely claimed to reduce alcohol cravings and consumption. The refund follows a July 2023 FTC complaint against Rejuvica, its owners, and the deceptive marketing tactics they used to promote the product.
Rejuvica, led by Kyle Armstrong and Kyle Dilger, marketed Sobrenix as a miracle solution for those struggling with alcohol use disorder. The liquid tincture—made with a mix of herbs like kudzu root, milk thistle, and dandelion—was promoted as a remedy to help users curb alcohol cravings and even eliminate the desire to drink. However, according to the FTC, these claims were entirely unsupported by scientific evidence.
False Claims and Deceptive Marketing
The FTC’s complaint outlines how Rejuvica employed a series of deceptive strategies to mislead consumers. One key tactic was using paid endorsers in commercials and TV appearances, which were presented as legitimate news segments. In reality, these were sponsored promotions disguised as impartial expert opinions.
Canadian health “expert” Bryce Wylde and nutritionist Jonny Bowden appeared on multiple U.S. and Canadian television programs to promote Sobrenix. Wylde, in particular, appeared on at least seven TV segments, often discussing the product’s alleged ability to reduce alcohol consumption and cravings—without disclosing that he was being compensated for these endorsements. Sobrenix was prominently featured during these segments, and the endorsers made claims such as “Sobrenix is proven to reduce alcohol consumption,” further misleading viewers.
In its complaint, the FTC charges that the defendants marketed Sobrenix to consumers who were struggling with alcohol addiction, selling the product on their own websites as well as on Amazon and through Walmart with messages like:“STRUGGLING TO CONTROL YOUR ALCOHOL CONSUMPTION? Sobrenix is designed to reduce alcohol cravings and help you detoxify your body so you can successfully manage alcohol consumption. Even better, taken before drinking, Sobrenix’s ingredients help you stop before you’ve had too much.”
Additionally, Rejuvica ran fake review websites that appeared to provide independent, unbiased reviews of Sobrenix. These sites, however, were actually created and operated by Rejuvica to deceive consumers. The reviews, written under fake names or titles, falsely praised the product’s effectiveness.
Legal Action and Refunds
Following the FTC’s lawsuit, Rejuvica and its owners agreed to a court order that includes a $650,000 payment to the FTC to refund consumers who were duped by the false advertising. The company and its owners are also permanently banned from making unsubstantiated health claims about any product in the future.
“We will not tire in our pursuit of those who prey on individuals struggling with alcohol or other substance use disorders,” said Samuel Levine, Director of the Bureau of Consumer Protection at the FTC. “This case demonstrates the FTC’s broad authority to stop deceptive practices that harm vulnerable consumers.”
The FTC’s investigation revealed that Rejuvica marketed Sobrenix to individuals struggling with alcohol addiction. The product was sold not only on Rejuvica’s own website but also on platforms like Amazon and Walmart, with advertisements claiming Sobrenix could “reduce alcohol cravings” and “help you detoxify your body.” However, the FTC charged that Rejuvica had no reliable scientific evidence to back these claims.
Consequences and Future Restrictions
As part of the settlement, Rejuvica and its owners are also banned from making any future health-related claims about food, drugs, or dietary supplements unless supported by reliable, scientific evidence—such as randomized clinical trials. The company is prohibited from misrepresenting scientific studies or tests, and all paid endorsements must be clearly disclosed as such.
As a result of the FTC’s suit, the defendants have agreed to a proposed court order that would permanently ban them from making any unsubstantiated claims about health care products or services, as well as require them to pay $650,000 to the FTC to be used to provide refunds to consumers.
Although the defendants have been ordered to pay a total of $3.25 million in monetary penalties, much of this judgment has been suspended due to their inability to pay. If they are found to have lied about their financial status, however, the full amount will be due immediately.
How Consumers Can Claim Refunds
Consumers who believe they were affected but do not receive a check should contact the FTC for more information. The refund is part of the FTC’s ongoing efforts to protect consumers from deceptive and misleading marketing practices, particularly those targeting vulnerable individuals.
Conclusion
This settlement sends a clear message to companies about the importance of honest and substantiated marketing, especially when dealing with products that claim to address serious health issues like alcohol use disorder. The FTC’s efforts aim to hold deceptive marketers accountable and ensure that consumers are not misled by unproven claims.
For those who purchased Sobrenix, the refund serves as a step toward justice, while the court order sets strict limits on Rejuvica’s future business practices.
