The heirs of late broadcasting icon Larry King are going after a pill provider over claims it is using his likeness in advertisements years after his death, despite an agreement by the company saying it would stop.
An explosive lawsuit filed by King’s estate names Verified Nutrition and its owners as defendants, alleging the supplement maker continued to feature the legendary talk-show host in ads after his death.
Verified Nutrition makes ProstaGenix, a product that says its high-potency ingredients work to help maintain prostate health while supporting urinary function. It has claimed celebrity endorsements from King, former NFL great Joe Montana and astronaut Buzz Aldrin.
The partnership between King and the defendants began in February of 2017, with King receiving $100,000 and a six percent royalty on net sales of ProstaGenix, the lawsuit says.
After King died on January 23, 2021, the company continued to featured King’s likeness in ads, infomercials and on third-party retailer sites such as Amazon, the suit said.
Under California law, any proceeds gained from his likeness were supposed to go to his estate. That didn’t happen, according to the suit, and in July 2025 the two parties reached a settlement to “resolve all claims that had arisen from defendant’s wrongful conduct.”
The settlement included a $110,000 payment to the estate and deadline of July 14, 2025 for the supplement maker to stop using King’s image, name or likeness altogether, the suit says. Larry’s widow, Shawn King, signed the settlement document as a representative for the estate.
Despite the settlement, King’s heirs say that his name and image have continued to appear on multiple ProstaGenix websites, as well as Amazon and Walmart, where the product is described as “Larry King’s Secret Weapon,” according to the suit.
The estate is now seeking a jury trial, profits for ProstaGenix, $750 for every unauthorized use of King’s image and a permanent injunction “prohibiting defendants from using Larry King’s name, voice, photograph, image or likeness,” the suit says.
King died from an infection due to sepsis at 87 years old.
ProstaGenix did not immediately respond to a request for comment.
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