Among the 300 ads that ran in 2001, the researchers found that 55 percent made at least one false or unsubstantiated claim. The claims generally promised:

• Rapid weight loss. Claims like “You can lose 18 pounds in one week!” and “You only have to stay on it 2 DAYS TO SEE RESULTS” were the most common; they appeared in 56 percent of the ads. Claims of quick weight loss also were alluded to in product names, like “Redu-Quick” and “Slim Down Fast.” In reality, substantial weight loss in a short period is highly unlikely and potentially harmful. Experts generally recommend a maximum weight loss of 1 to 2 pounds a week.
   

• No need for dietary restrictions or exercise. Claims like “Lose up to 8 to 10 pounds per week ... no dieting, no strenuous exercise” and “Eat as much as you want – the more you eat, the more you’ll lose” appeared in 44 percent of the ads. Though tempting, these claims contradict scientific evidence that stresses exercise and moderate calorie intake for long-term weight loss.
   

• Permanent weight loss. Claims like “Discover the secret to permanent weight loss” and “Get weight off and keep it off” appeared in 23 percent of the ads, apparently to target consumers who had lost weight but gained it back. Long-term weight loss is extremely hard to achieve, and little evidence exists to show that popular dietary supplements are more successful than lifestyle changes in achieving it. In the FTC’s experience, few marketers have the scientific studies to support their long-term weight-loss claims.
   

• Lose weight despite previous failures. Apparently recognizing the low rate of weight-loss success, nearly 33 percent of the ads tried to appeal to frustrated dieters with statements like “Are you tired of fad diets that never seem to work?” and “You want to lose weight, and you’ve been successful before. But after a while, you’re right back where you started.” The advertised product or service was then touted as the one that would finally work.
   

• Scientifically proven or doctor-endorsed. Almost 40 percent of the ads claimed that their product or service was “clinically tested” or “scientifically proven.” Many claimed their products were tested at “respected,” “major” or “leading” medical centers or universities. However, most of the ads did not provide details – such as where the referenced study was conducted and by whom or where it was published – to help consumers assess the claims’ validity. In addition, almost one-fourth of the ads stated that the product was “recommended,” “approved” or “discovered” by a health professional – endorsements that can be misleading because the ads may not disclose that the medical professional has a financial interest in the product, because the health professional may not have reviewed the scientific evidence or because, if the health professional did, he or she may not have used acceptable review standards. The “professionals” also can be fictional.
   

• Money-back guarantees. About 50 percent of the ads promised money-back guarantees, apparently in an attempt to break down consumers’ resistance to buying new products and services. Some ads made specific guarantees like “You will lose up to 35 pounds in three weeks. Yes. Guaranteed! You lose or it doesn’t cost you a penny.” While money-back guarantees – if honored – may benefit consumers, there is no reason for consumers to have any more confidence in them than in a claim that the product will actually work. And the FTC frequently has sued companies that “guaranteed” to give consumers their money back but didn’t.
   

• Safety. Some 43 percent of the ads made safety-related claims, such as “proven 100% safe,” “safe, immediate weight loss” and “safest weight management system in the world.” The term “natural” accompanied three-fourths of these claims, perhaps relying on a perception that “natural” products are safer than prescription or over-the-counter medicines. Many ads also implied safety with claims like “not a prescription weight-loss drug” and “no dangerous pills or tablets to take.” Despite the safety assurances, the FTC’s Cleland says, there is little evidence on safety, particularly with long-term use of the products. “Many ads handicap consumers by not even revealing what the active ingredients are in the products being sold,” he says.

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