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Asea and Organo Gold got extra fines because they also made unsubstantiated health claims. Asea apparently claimed their product strengthens the immune system, promote healing process, and reduce harmful effects of free radicals. Organo Gold apparently claimed that their ganoderma mushroom made it effective in prophylaxis of nerve diseases, vascular diseases, and cancer, without side effects.
http://www.helpconsumatori.it/acquisti/vendite-piramidali-antitrust-decide-multe-per-500-mila-euro/79331