In a significant move to protect vulnerable individuals seeking help for substance use disorders, the operators of a Florida-based treatment clinic have faced penalties for their deceptive marketing practices. The Federal Trade Commission (FTC) took action against Evoke Wellness, LLC, for using misleading Google search ads and telemarketing tactics to impersonate other treatment providers.
The Deceptive Scheme
According to an FTC complaint filed in January 2025, Evoke Wellness and its officers targeted people searching online for specific addiction treatment facilities. Here’s how they did it:
Misleading Google Ads: Evoke bid on the names of competing treatment centers as keywords for their Google ads. This meant that when someone searched for a different clinic by name, an ad for Evoke would appear, often leading the person to believe they were clicking on a link for the clinic they were actually seeking. The ads displayed Evoke's call center phone number.
Impersonation by Telemarketers: When individuals called the number from the ad, they weren't connected to the clinic they intended to reach. Instead, they reached Evoke's call center. The telemarketers would often pretend to be a "centralized admissions office" or a general "addiction treatment hotline," falsely claiming a connection to the facility the caller was looking for.
This conduct was found to be in violation of both the FTC Act and the Opioid Addiction Recovery Fraud Prevention Act of 2018.
The Settlement
To resolve these allegations, the operators of Evoke Wellness have agreed to a settlement with the FTC. While the agreement awaits final approval from a federal judge, its terms are clear:
A $1.9 Million Payout: The operators will pay $1.9 million to settle the charges. This amount is part of a larger $7 million civil penalty, with the majority suspended due to their stated inability to pay the full amount. However, if they are found to have misrepresented their financial situation, the full $7 million will be due immediately.
A Ban on Deceptive Practices: The company and its officers are now banned from impersonating other businesses, including competing substance use disorder treatment clinics. They are also prohibited from using their rivals' names in search engine ads and from making other misrepresentations about their services.
Compliance and Monitoring: Evoke is now required to implement a compliance program to monitor its call centers and ensure their agents are not making false claims.
FTC Chairman Andrew N. Ferguson emphasized the importance of this action, stating, “Today’s settlement helps consumers affected by opioid addiction navigate their path to recovery by preventing fraudsters from leading them astray.”
This case serves as a critical reminder for consumers to be vigilant when seeking help for substance use disorders. Always double-check the website and phone number of the treatment center you are trying to contact. If you suspect fraudulent or deceptive practices, you can report them to the FTC at ReportFraud.ftc.gov.
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