The Ensure Controversy: An Overview of Lawsuits, Recalls, and Health Concerns

October 20, 2025 •

3 min read

In 1997, Abbott Laboratories settled charges from the Federal Trade Commission regarding false and unsubstantiated advertising claims for its nutritional beverage, Ensure. This event was an early precursor to the ongoing Ensure controversy, which has evolved to include multiple class-action lawsuits and product recalls that raise significant consumer health questions.

Quick Summary

The Ensure controversy stems from multiple issues, including past false advertising settled with the FTC, recent lawsuits over high sugar content and misleading 'healthy' claims, and various product recalls concerning undeclared allergens or contamination.

Key Points

False Advertising History: The controversy began with a 1997 Federal Trade Commission settlement over Abbott's unsubstantiated advertising claims regarding doctor endorsements and multivitamin equivalence.
High Sugar Content Lawsuits: In recent years, class-action lawsuits have targeted Ensure's high sugar content, alleging that products are misleadingly labeled as 'healthy' or 'balanced'.
Multiple Product Recalls: Several Ensure products have faced recalls, including a 2024 incident involving undeclared milk and a 2022 recall linked to potential bacterial contamination.
Health and Ingredient Scrutiny: Consumers and healthcare professionals have raised concerns about the high sugar levels, potential digestive side effects, and vitamin interactions, especially for vulnerable populations.
Informed Consumerism: The ongoing controversy highlights the need for consumers to read product labels carefully, understand nutritional content, and seek professional medical advice before relying on supplements.
Evolving Concerns: The shift in focus from broad marketing claims to specific ingredient and manufacturing issues shows how consumer awareness and legal actions influence corporate practices over time.

A History of Controversial Claims

The Ensure controversy has unfolded over several decades, rooted in Abbott Laboratories' marketing practices for its nutritional products. One of the earliest and most significant issues was the Federal Trade Commission's (FTC) action in the mid-1990s. The FTC alleged that Abbott made false and unsubstantiated claims in national advertising campaigns promoting Ensure to healthy, active adults.

The settlement, reached in 1997, addressed two primary areas of concern:

Doctor Recommendation Claims: The FTC found that Abbott lacked the scientific evidence to substantiate that claim, leading to a settlement that prohibited making similar claims without proper evidence.
Multivitamin Equivalence: An FTC complaint revealed that at the time, Ensure offered significantly less of the recommended daily intake (RDI) for many vitamins than a typical multivitamin.

The Shift to High Sugar and 'Healthy' Labeling Concerns

In recent years, the focus of the Ensure controversy has shifted toward the product's high sugar content. In October 2022, a class-action lawsuit was filed against Abbott Laboratories, claiming that its Ensure 'Nutrition' drinks are deceptively advertised as healthy despite containing high amounts of added sugar. The lawsuit targeted specific phrases like “Complete, Balanced Nutrition for everyday health,” arguing these were misleading.

Multiple Product Recalls

Beyond marketing and labeling, Ensure has also been involved in several product recalls due to manufacturing issues. In June 2024, Abbott recalled specific batches of its Ensure NutriVigor Plant-Based Almond flavour shake in the UK and Ireland due to undeclared milk. In August 2022, some Ensure products were part of a wider recall due to potential contamination with Cronobacter sakazakii and Clostridium botulinum bacteria. A similar recall occurred in Canada in October 2018 for potential bacterial contamination.

Potential Health Implications and Consumer Considerations

High sugar content in some Ensure products is a health concern, especially for the elderly and those with conditions like diabetes. Nutritional shakes are not a replacement for a balanced diet. Potential issues include side effects like digestive problems (bloating, diarrhea, constipation), and some vitamins like Vitamin K can interfere with medications such as warfarin. Whole foods contain a broader range of nutrients than fortified shakes.

Comparison of Ensure Controversies Over Time


Aspect	1997 FTC Settlement	2022 Class-Action Lawsuit	Recent Product Recalls
Primary Issue	False advertising concerning doctor endorsements and multivitamin equivalence	Deceptive marketing of high-sugar products as "healthy"	Manufacturing defects leading to contamination (bacteria) or undeclared allergens
Legal Action	Consent decree with the Federal Trade Commission (FTC)	Class-action lawsuit filed by consumers in federal court	Regulatory body-enforced recalls (FSA, CFIA)
Impact on Marketing	Restricted Abbott's ability to make specific claims without reliable evidence	Increased consumer scrutiny of "healthy" and "balanced" labeling	Heightened focus on manufacturing safety and supply chain integrity
Triggering Event	FTC investigation into national ad campaigns	Consumer lawsuits focusing on product labeling and sugar content	Independent testing and consumer complaints identifying product issues

Conclusion: Navigating the Complexities

The Ensure controversy demonstrates how consumer product scrutiny can evolve over time, from challenging broad advertising claims to questioning specific ingredients and manufacturing processes. For Abbott, the issues underscore the importance of clear, evidence-based marketing and robust quality control. For consumers, the incidents serve as a reminder to look beyond brand reputation and carefully examine product labels, especially for nutritional content and potential allergens. Consulting with a doctor or registered dietitian remains the most reliable way to determine if a nutritional supplement is appropriate for individual health needs, rather than relying solely on marketing claims.

Consumers should be aware of the long history of the Ensure controversy, from past legal actions and settlements to more recent class-action lawsuits and safety recalls. This information empowers individuals to make more informed choices about the nutritional products they consume.

Frequently Asked Questions

The settlement was a result of the FTC's charges that Abbott made false and unsubstantiated claims in advertising campaigns for Ensure, including misleading consumers about doctor endorsements and the product's vitamin content relative to multivitamins.

Consumers filed lawsuits alleging that Abbott falsely advertised its Ensure drinks as 'healthy' or 'balanced nutrition' despite their high sugar content, which plaintiffs argued contradicts scientific evidence regarding sugar's health impacts.

Yes, there have been several recalls. In June 2024, a specific plant-based flavor was recalled for undeclared milk, and in August 2022, some products were recalled due to potential bacterial contamination.

While Ensure products are still used and recommended in specific clinical settings, the 1997 FTC settlement restricted Abbott from making unsubstantiated claims that doctors recommend it more than any other nutritional supplement for healthy adults.

Some users have reported side effects such as gastrointestinal issues (diarrhea, constipation), bloating, and nausea, which may sometimes subside with continued use. Individuals with specific sensitivities, such as to milk proteins, may also experience adverse reactions.

Yes, some formulations of Ensure contain high levels of Vitamin K, which can interfere with the effectiveness of blood-thinning medications like warfarin. Individuals on these medications should consult a doctor before using nutritional shakes.

It is recommended that consumers carefully read product labels to understand the sugar content and other ingredients. Consulting a doctor or registered dietitian is the best way to determine if a supplement is appropriate for your specific health needs.