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Noni Scam Regulatory warnings and safety testing
In August 2004, the US Food and Drug Administration issued a warning letter to Flora, Inc. for violating section 201(g)(1) of the Federal Food, Drug, and Cosmetic Act (the Act) [21 U.S.C. § 321(g)(1)]. Flora made twelve unfounded health claims about the purported benefits of noni juice as a medical product, in effect causing the juice to be evaluated as a drug. Under the Act, this necessitates all safety and clinical trial evidence for the juice providing such effects in humans.

The FDA letter also cited 1) absent scientific evidence for health benefits of noni phytochemicals, scopoletin and damnacanthal, neither of which has been confirmed with biological activity in humans, and 2) lack of scientific foundation for health claims made by two proponents of noni juice, Dr. Isabella Abbot and Dr. Ralph Heinicke.

Two other FDA letters have been issued for the same types of violations.

In the European Union, after safety testing on one particular brand of noni juice (Tahitian Noni), approval was granted in 2002 as a novel food by the European Commission for Health and Consumer Protection Directorate-General. In their report, the European Commission's Scientific Committee made no endorsement of health claims.

No noni products have achieved sufficient scientific foundation for being licensed as medicines or therapies. Companies today must still apply to the European Commission for Health and Consumer Protection Directorate-General to have their own brand of noni juice included as a novel food under the initial approval.

Noni Scam Health and research problems
In 2005, two scientific publications described incidents of acute hepatitis caused by ingesting noni. One study suggested the toxin to be anthraquinones, found in roots, leaves and fruit of the noni[7][8], while the other named juice as the delivery method.

This was, however, followed by a publication[10] showing that noni juice 1) was not toxic to the liver even when consumed in high doses, and 2) contained low quantities of anthraquinones which are potentially toxic to liver tissue..

The case reports of hepatitis were reviewed by the European Food Safety Authority (EFSA), wherein it was concluded that no causal link could be established. The potential for toxicity caused by noni juices remains under surveillance by EFSA, individual food safety authorities in France, Finland and Ireland, and medical investigators in Germany. A review of toxicity tests and the safety issues surrounding noni juice has been published.

The Physicians Desk Reference ("PDR") for Non-Prescription Drugs and Dietary Supplements lists only one particular commercial brand of noni juice, with no side-effects mentioned. Consumers of noni juice are advised to carefully check labels for warnings which may say, "Not safe for pregnant women" or "Keep out of reach of children."

Some commercial brands of noni juice may be high in potassium[citation needed]. While potassium is a valuable nutrient in a normal diet, persons with advanced kidney disease cannot excrete it properly and should avoid noni juice which has been known to cause hyperkalemia. Of related significance is a report showing high variability in mineral contents between various brands of noni juice.

Athletes intending to use noni juice to supplement their diet should be aware that two brands of noni juice are listed on ConsumerLab.com's "Athletic Banned Substance Screening Program" as having been screened for substances on the World Anti-Doping Code Prohibited List..

Noni Scam Preliminary medical research
Noni has increasingly stimulated the interest of medical science, with 145 papers published since 1994 and 55 just since 2006 (search "noni" and "morinda"; PubMed search, January 2008). Despite the large market for juice products and research developments, the nutrient and phytochemical profiles of noni have not been extensively studied.

Furthermore, 1) numerous health claims made in noni juice marketing are not supported by scientific research and 2) in human clinical trials, only one cancer study completed under NIH peer-review in 2006 has been conducted, the results of which remain unpublished as of August 2007.

Likewise, in a university-based pilot study funded by the noni juice manufacturer, Tahitian Noni International, Inc., it was shown that noni juice consumption may lower blood cholesterol levels. Completed in 2006, however, the results of this study have not been published under peer-review and have met critical judgment by experts.

en.wikipedia.org/wiki/Noni

noni scam implodes