Matthew Goldreich, of East Lyme, pleaded guilty Thursday in New Haven federal court to a false advertising offense, stemming from his production and dissemination of false advertisements for mortgage modification services.

Goldreich used his New London-based media agency, National Media Connection LLC, to produce and air television, radio and Internet advertisements for the National Mortgage Help Center LLC, a shell company incorporated by Goldreich, according a release the office of Deirdre M. Daly, U.S. attorney for the District of Connecticut. The advertisements falsely claimed that the center could help struggling homeowners obtain home mortgage loan modifications.

Homeowners who called the toll-free telephone numbers advertised were routed to National Media Connection’s clients. The clients, in turn, paid National Media Connection for the alleged leads. Under the pretense of helping homeowners modify their mortgages, some National Media Connection clients charged the homeowners fees, providing no services in return.

Goldreich pleaded guilty to one count of false advertising, an offense that carries a maximum term of imprisonment of one year and a fine of up to $100,000. His sentencing is scheduled for Nov. 5.