FDA warns vs. antioxidant water ionizer's 'misleading' promos

Philippine health authorities on Friday warned the public against buying a water ionizer being advertised as offering health benefits to users.

The Food and Drug Administration issued Advisory 2014-032 branding as "false, deceptive and misleading" the claims promoting the "Izumi 5P Antioxidant Alkaline Water Ionizer."

"Drinking alkaline water or ionized water does not change the blood pH level or remove every known chronic disease condition. There are no scientific and clinical studies that would support or back-up its health and therapeutic claims.

"Consumers are, thus, strongly advised not to fall prey to these type of misleading, deceptive advertisements and are forewarned against buying and using unregistered IZUMI ALKALINE WATER IONIZER since it is not an FDA-approved water purification device," FDA head Kenneth Hartigan-Go said in the advisory dated April 30, which was posted on the FDA website May 2.

He noted the device is being promoted in newspaper ads that compared the benefits of drinking alkaline water produced by Izumi Ionizer to a Japanese who is the oldest documented living person – who supposedly drinks water from a preserved water source.

On the other hand, Hartigan-Go said Izumi's website (izumilifestyle.com) was advertising "deceitful health and therapeutic claims." As of May 2, the site was still online.

Also, Hartigan-Go said a record search showed the product is not registered with the FDA-Center for Device Regulation, Radiation Health, and Research.

"It is therefore a direct violation of RA 9711. otherwise known as the FDA Act of 2009, to sell or offer for sale or advertise the said purification device product that allegedly produce water known as 'alkaline water' and make therapeutic claims unless covered by a Certificate of Product Registration (CPR) and the importer/distributor is licensed by the FDA," he said.

Hartigan-Go advised consumers to be "more vigilant and critical about on-line and printed advertisements so as not to fall prey to the marketing schemes of unscrupulous companies."

Also, he directed the importer and advertiser of the ionizer to "immediately stop from further importing, advertising and selling the subject unregistered water purification device unless registered with the FDA."

The public was also encouraged to report unregistered health products or adverse reactions after using any health products to report@fda.gov.ph. — Joel Locsin /LBG, GMA News