FTC says POM Wonderful's health claims in ads are deceptive

POM Wonderful, maker of the punchy bordeaux-colored pomegranate beverage, is facing an FTC lawsuit that says it's been lying to consumers about the drink's health benefits. The suit comes days after the juice maker filed its own complaint saying the agency's new advertising standards impinge on its freedom of speech.

According to POM's lawyers, who sued the FTC earlier this month, the new standards put undue pressure on the company and "injure" its standing in the eyes of consumers. But now POM is really getting squeezed, as regulators say the company deceptively hypes health claims -- such as that drinking its juice could alleviate symptoms of atherosclerosis, blood pressure, prostate cancer, erectile dysfunction, heart disease and high cholesterol.