Enhancement Marketer Is Fined for False Advertising

Times Staff Writer

A company marketing penile enhancement pills has agreed to pay the Orange County district attorney's office $300,000 in civil penalties for false advertising and unfair business practices, a district attorney's spokeswoman said Monday.

Dish Direct Inc., also known as Maximizer Health Products Inc., which produces ExtenZe, will also stop making unsubstantiated advertising claims, honor refund requests and eliminate lead in their pills, which was making customers sick, Susan Kang Schroeder said.

Schroeder said the company couldn't back up its claim that the pills caused users' penises to grow 27%.

The company came to the district attorney's attention, Schroeder said, after several customers in Laguna Beach complained to the Better Business Bureau that the pills were making them sick.

"We started watching the ads," she said.

The subsequent investigation, she said, revealed that the sickness was being caused by the product's lead content, which was beyond legal limits.

ExtenZe is marketed primarily on the Internet and through a telephone call center in Los Angeles County.

A call to that center Monday was not answered.

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