Prevagen™ and the Brain

Guaranteed to Make You as Smart as a Jellyfish

On my Inside Information podcast this week, Dr. Annie Fenn, of the Brain Health Kitchen, and I had a great discussion of how food can be neuroprotective and potentially decrease the risk of cognitive decline with aging.

At one point in our discussion, we both laughed about how worthless Prevagen was, but didn’t give an explanation So, here goes.

PREVAGEN™ gets the award for one of the most convincing ads in TV history with claims that a daily dose would rapidly "improve memory, support healthy brain function”, and result in a “sharper mind, and clearer thinking." Wow, who couldn’t use some of that! And if you had any doubt about its efficacy, you would hear testimonials from countless older folks who attribute their superlative cognitive ability to Prevagen™.

Except for one problem.

There was, and is, no proof that Prevagen™ helps brain function in any way.

The “Science” behind Prevagen

The primary ingredient in Prevagen is apoaequorin, a protein derived from jellyfish.

For years, the company referenced a small study to support its claims, citing a company-sponsored study. The Madison Memory Study, 2016 was never published in a peer-reviewed scientific journal, never replicated, and most importantly, showed no statistically significant changes in brain function in any of the 218 adults who took Prevagen outside of a small subgroup of “healthy individuals with no cognitive impairment.”

Apoaequorin, the active ingredient in Prevagen, has never been shown in a single scientific study to have any impact on human cognitive function.

This is not really surprising when one considers these fun facts:

• Jellyfish don’t have a brain! They have a “nerve net” that drives basic functions, such as moving towards light and swimming.

• In a specific species of jellyfish, Aequorea Victoria, apoaequorin is responsible for emitting a green light, which is very beautiful but not relevant.

• Apoaequorin has no role in the human brain. None.

None of this matters because apoaequorin, like other proteins, is broken down in the digestive system. So apoaequorin doesn’t even reach the human brain.

The bottom line is that it is not even biologically plausible that taking Prevagen would facilitate memory or cognition.

In 2017, the Federal Trade Commission (FTC) and the New York State Attorney General filed lawsuits against Quincy Bioscience (the parent company) for false and deceptive advertising.

After years of bouncing around in the court, on December 6, 2024, New York Attorney General Leticia James ruled that Prevagen could no longer make claims that their products “improve memory or cognition” or are “clinically proven” to work.

“Companies and individuals cannot lie and manipulate consumers. Quincy (the parent company) took advantage of the very real fear of cognitive decline and preyed on elderly New Yorkers to make a profit.”…………Attorney General Letiticia James

As a result of the ruling, Prevagen can no longer say in advertising or on the product itself that it will improve memory or cognitive function. But that doesn’t stop them from selling it.

The original tagline was Prevagen: Improves Memory

The branding is now: Prevagen: For Your Brain

Nowhere on their barebones website does it say WHAT Prevagen will DO for your brain.The tab labeled “Why Prevagen” simply says: Prevagen is a Unique supplement for your Brain*The tab labeled “The research Behind Prevagen” lists safety studies, not efficacy studies.

And then there are the testimonials, which are all glowing.

• "I have been using Prevagen at least 6 to 7 years and I wouldn’t be without it. It’s a great product. Thank you."

• "I have been using Prevagen for better than a year and do recognize its beneficial effects. It’s a matter of using it on a regular basis."

• "Have been taking Prevagen for 4 years+. I highly recommend this product to everyone. It really helps!!"

• "I saw a commercial two years ago and decided to try Prevagen. After using the regular strength, I switched to extra strength. I am satisfied with my results. I attribute it to your product."

Notice - none of the testimonials mention memory, thinking, or even the word brain.

They only say ‘” It works!” or “It helped”!

Helped what?

This lack of specificity does not deter consumers from believing it will improve their memory and prevent future cognitive decline. The original claims are so firmly embedded that there is no need to say what it does.

We have seen this before.

When Airborne™ first came to market, it claimed to prevent colds.

After they got dinged for false advertising (Airborne does nothing) and settled for 23.3 million dollars, they changed their claim to Airborne boosts your immune system,” which is completely meaningless but implies that it will prevent you from getting sick. No matter- the original claim is solidly cemented in people’s heads, leading consumers to believe that Airborne will prevent colds, the flu, and other infectious diseases that might be flying through the air. And it continues to sell like hotcakes. Today, Airborne is available in multiple flavors and multiple formulas and can be chewed or dissolved in your favorite drink. There is even an Airborne for your kids. Yikes!

Another product that got nailed for making a false medical claim was the jade egg, one of the many worthless products in Gwyneth Paltrow’s lifestyle brand, Goop.

The jade egg, when placed in the vagina initially claimed to “balance hormones, increases bladder control, regulate menstrual cycles and prevent depression”. No wonder this egg was a best seller. Needless to say, the only thing a jade egg does is deplete your bank account by $66.

After the California FDA dinged them for making false claims, Paltrow paid a paltry $145,000 in penalties, which is probably what Gwyneth spent on her last vacation. The site still sells jade eggs and while no longer stating that this magic egg will balance your hormones and prevent depression, they do claim that the egg will “harness the power of energy work, crystal healing, and a Kegel-like physical practice” that will bring “joy and well-being” Even though the unsubstantiated wellness claims are no longer there, it doesn’t matter, thousands of women still buy them believing that this jade egg is going to do amazing things. And Gwyneth Paltrow is laughing all the way to the bank

And if you missed my rant on Nutrafol™, another product that has taken advantage of the “no need to prove efficacy” FDA loophole, it’s here.

So, how do these companies get away with it?

The FDA doesn't regulate vitamins, herbs, or dietary supplements, except to ensure their safety and to prevent over-the-counter products from claiming to treat a specific illness. Therefore, a company cannot claim that its OTC nutraceutical will treat hypertension, but it can claim it will “support healthy blood.” Which is why the FDA requires all supplements to have a disclaimer stating that the product "is not intended to diagnose, treat, cure, or prevent any disease."

So, there you have it.

Take Prevagen™ for 30 years, and you will be out $18,000.

And, you will be as smart as a jellyfish.