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.”

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