David Vladeck, director of the Federal Trade Commission's Bureau of Consumer Protection, has made good on his promise to hold companies accountable for making unproven claims of products' health or fitness benefits. The FTC has clarified the kind of scientific evidence with which companies must back up health claims as it has handled cases against Nestlé, Kellogg's, Reebok, POM Wonderful and others. Instead of simply asking manufacturers to stop making the claims, the FTC has sought large fines and full consumer refunds.