A new report from the Federal
Trade Commission (FTC) finds that many weight-loss ads need some
toning.
The review of 300 ads that ran
during 2001 found that many made claims promising more than the
product or service could likely deliver. The ads often boasted
“miraculous” results — quick, easy and effective weight loss — while
ignoring and often contradicting the basic tenets of successful
weight loss and weight maintenance — calorie reduction and exercise.
Many ads lacked scientific evidence to support their performance
claims, instead using misleading consumer testimonials and expert
endorsements and other deceptive techniques to bolster the
credibility of their products.
And, the report found, the use of
exaggerated weight-loss claims is on the rise.
“This report confirms that
consumers really need to read these ads with a big dollop of
skepticism,” said Richard Cleland, an Assistant Director for the
FTC’s Division of Advertising Practices and the report’s lead
author. “False and misleading claims in weight-loss ads are
widespread.”
The report, he says, shows that
the media, advertisers, and even consumers need to assess the role
each plays in ensuring the accuracy of weight-loss ads. “Deceptive
ads do nothing to address an individual’s weight problem,” he says.
“If anything, they compound an already serious national health
crisis by steering consumers away from weight-loss methods that have
demonstrated benefits.”
Cont,