FTC, Laguna Fire Mask Seller Reach Accord

The Laguna Beach-based seller of an emergency fire mask has agreed to notify owners that--contrary to advertisements--the product doesn’t filter out carbon monoxide, the Federal Trade Commission said Wednesday.

The agreement will settle false claims charges filed by the government against the maker and distributor of the Duram Emergency Escape Mask. Mask maker Duram Rubber Products is based in Israel. Frank Latronica Jr. distributes the masks in the United States, the FTC said, through Laguna Beach-based Life Safety Products.

The FTC said claims that the mask protects wearers from all significant toxic smoke and gases caused by fires for up to 20 minutes were false and unsubstantiated. The mask also was presented improperly as suitable for use in mines, the commission said.

The masks were sold through brochures and direct-mail catalogues for $50 to $75, the FTC said. Latronica did not return telephone calls on Wednesday.

The proposed agreement requires Duram Rubber Products and Latronica to notify, by mail, consumers and retailers who bought the mask that it doesn’t filter carbon monoxide, a lethal gas caused by fires.

Similar disclosures must be made on package labels, inserts and advertisements, and all future representations about the product also must be substantiated, the FTC said.

The FTC will accept public comments on the proposal for 60 days before deciding whether to make it final.