But as supplement companies quickly hopped on the pounds-off parade that he orchestrated, Dr. Oz had his name plastered over products copying his claims and even using his image to make money off his fat-melting miracles. A Senate hearing took place recently, and now the Federal Trade Commission (FTC) has fined one of those companies $3.5 million for creating a product built on the phony science of Dr. Oz , reported Fortune magazine on September 8. The FTC slammed Applied Food Sciences for marketing green coffee bean extract as a weight loss supplement. And in doing so, it also attacked the false claims and lack of scientific evidence around which Dr. Oz built episode after episode highlighting his weight loss wizardry. Applied Food Sciences knew or should have known that this botched study didnt prove anything, said Jessica Rich, director of the FTCs Bureau of Consumer Protection, in a statement. In publicizing the results, it helped fuel the green coffee phenomenon. Dr. Oz attempted to plead for his decision to hype hope on his show when he appeared before a Senate subcommittee. But Dr. Oz blamed marketing companies rather than take a share of the blame, reported the Consumerist on September 8. I do think Ive made it more difficult for the FTC, Dr. Oz confessed before the Senate panel. In the intent to engage viewers, I use flowery language. I used language that was very passionate that ended up being not very helpful but incendiary and it provided fodder for unscrupulous advertisers. But is it really necessary to falsify the claims of products in order to engage viewers, as Dr.