BOGUS WEIGHT

LOSS CLAIMS

I LOST $350

IN TWO WEEKS. Ask me how!

A REFERENCE GUIDE

FOR MEDIA ON

BOGUS WEIGHT LOSS

CLAIM DETECTION.

11/26/2003, 3:22 PM
WWW.FTC.GOV/REDFLAGpages18&19

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You can spot false claims for weight loss in the same way you probablyalready screen ads for taste and appropriateness. The extra moment youtake to review a weight loss claim is important for several reasons. It canprotect your company from being known as one that promotes rip-offs. Andit can prevent your company from getting cheated by those who make falseclaims. There’s a good chance they won’t pay their bills. Running falseclaims also can harm your audience.The Federal Trade Commission is the government agency responsible formonitoring advertising for deception. Deceptive claims in weight lossadvertising are too common. That’s why we’re asking for your help inspotting these claims for nonprescription diet products, includingnonprescription drugs, dietary supplements, skin patches, creams, wraps,earrings, or other products that are worn on the body or rubbed into theskin. This booklet is not intended to apply to claims made for other diet

products and services, such as prescription drugs, meal replacementproducts, low calorie foods, surgery, hypnosis, special diets, or exerciseequipment.This booklet has examples of extreme weight loss product claims. When youspot claims like these, take a moment to RED FLAG them, and pass them on

to the appropriate person in your organization. Of course, an ad may makeother deceptive claims besides the ones in this booklet, but this gives you atool to RED FLAG commonly made false claims.For more information, visit www.ftc.gov/redflag. We appreciate yourparticipation in this effort.

pages2&3

Howard Beales

Director

Bureau of Consumer Protection

Federal Trade Commission

11/26/2003, 3:22 PM
Ads for socalled miracle weight loss

products are often empty promises. Despitetheir claims, there are no easy ways to lose weight andburn off fat. You can help people avoid false weight loss product claims.Read the ad before you publish or air it, and RED FLAG false ads.

It takes a few minutes to become familiar with the examples of false ad claims in thisbooklet. These claims can be conveyed in many ways, and some ads may containconflicting statements. It is the overall message that has the greatest effect on youraudience. Ask yourself, “What messages will our audience take from this ad?”Generally, headlines, pictures, captions, and bolded text are more powerful thanbody copy and footnotes. These messages can also be communicated throughexpert or celebrity endorsements and consumer testimonials, which are oftenhighlighted in weight loss ads.Several of the following claims refer to “substantial weight.” This means “a lot ofweight” and would include weight loss of a pound a week for more than four weeks ortotal weight loss of more than 15 pounds in any time period. Substantial weight loss

can also be suggested by references to dress size, inches, and body fat. But, as theexamples illustrate, ads may convey this message without using specific numbers.If you get an ad or spot for a nonprescription drug, dietary supplement, skin patch,cream, wrap, earring, or other product that is worn on the body or rubbed into theskin that includes these claims, RED FLAG the ad: Take it to your supervisor, and point

out the claims that strike you as false. Then, your company can stop these bogusclaims before they injure consumers.

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pages4&5

If a weight loss claim seems If a weight loss claim seems If a weight loss claim seems too good to be true, too good to be true, too good to be true, Red Flag Red Flag Red Flag it.

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Cause weight loss of two pounds or more a weekfor a month or more without dieting or exerciseCause substantial weight loss no matter what orhow much the consumer eatsCause permanent weight loss (even when theconsumer stops using product)Block the absorption of fat or calories to enableconsumers to lose substantial weightSafely enable consumers to lose more than threepounds per week for more than four weeksCause substantial weight loss for all usersCause substantial weight loss by wearing it on thebody or rubbing it into the skin

11/26/2003, 3:22 PM
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WWW.FTC.GOV/REDFLAG pages6&7

Reality Check

Meaningful weight loss requires consuming fewer caloriesand/or increasing exercise. Ads that promise substantialweight loss without diet or exercise are false. A claim isfalse if it says or suggests that users can lose weight fastwithout changing their lifestyles, even if the ad doesn’tmention specific amounts of weight loss or time periods.The four measurements used in weight loss ads are pounds,dress size, inches, and body fat, any one of which can beused to convey the message of substantial weight loss.

Lose two pounds or more per week (for a month or more) without dieting or exercise.

FRAUDULENT CLAIM 1

Variations

“Today, there exists a safe, all-natural, bio-active weight losscompound so powerful, so effective, so relentless in itsawesome attack on bulging, fatty deposits that it has virtuallyeliminated the need to diet.” [Next to, before, and afterpictures with quote, “I lost 36 pounds in 5 weeks.”]“I lost 30 pounds in 30 days even though I ate all my favoritefoods.”“Lose up to 2 pounds daily without diet or exercise.”“I lost 15 pounds in 30 days without having to change myeating habits or lifestyle in any way. See results fast withoutback-breaking exercise.”“Go from a size 12 to a size 6; lose inches QUICKLY, and doabsolutely nothing but take this pill.”

11/26/2003, 3:23 PM
Reality Check

Variations

WWW.FTC.GOV/REDFLAG pages8&9

It is impossible to eat unlimited amounts of food – anykind of food – and still lose weight. Any claim to thateffect in an ad or commercial is false. Some products mayhelp curb appetite or cravings. For those products, it’s okayto say people can eat what they want so long as it is clearfrom the ad or commercial that people will not want to eatas much food as before they started using the product.

“This breakthrough ingredient has patients losing one fullpound every 12 hours, two pounds or more each day, andall without counting calories, without missing a single meal,and without giving up those delicious, mouthwatering foodsthey love the most.”“My ‘formula for living’ lets you eat hamburgers, hot dogs,fries, steak, ice cream, sausage, bacon, eggs and cheeses!And STILL LOSE WEIGHT!”“Eat all the foods you love, and still lose weight (pill does allthe work).”“I lost nine pounds during my first week eating just as Ialways do — going to parties, even eating gobs of vacationgoodies, including my favorite food: ice cream. Four weekslater, and I’ve lost another 27 pounds.”“Eat any mouthwatering food you want, and still blast awaydress sizes and belt notches lightning fast.”

Weight loss will be substantial no matter what or howmuch the user eats.

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FRAUDULENT CLAIM 2

11/26/2003, 3:24 PM
Reality Check

Variations

WWW.FTC.GOV/REDFLAG pages10&11

Weight loss will be permanent (even when the user stops using the product).Without permanent lifestyle changes (eating less food and/ordoing more exercise), weight loss does not last once productuse stops. This does not include claims for permanent or longterm weight loss that clearly communicate that continued useof the product is required. For example, “Lose it and keep itoff as long as you use our product.”

“Take it off! And keep it off!”“Thousands of dieters are already using it and losing weightfaster than they have before...and keeping the weight off.”“For 15 years, Mary yo-yo dieted without success. Fed upand desperate, she discovered a new miracle product to loseweight easily and permanently.”“The amazing ‘Fat-Sponge in a Pill’ that lets you eat more,weigh less and finally...yes, finally...slim down for good forthe rest of your life.”“Tired of yo-yo diets without success? This miracle productlets you lose the weight easily and permanently.”“It can help you quickly lose the weight, and keep it fromreturning.”“People who use this product say that even when they stopusing the product, their weight does not jump up again.”

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FRAUDULENT CLAIM 3

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WWW.FTC.GOV/REDFLAG pages12&13

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Block the absorption of fat or calories, and losesubstantial weight.

No fat blocker can block enough fat or calories to causelots of weight loss. Even legitimate fat blockers must beused with a reduced-calorie diet to work.

Variations

“Lose up to two pounds daily...Apple Pectin is an energizedenzyme that can ingest up to 900 times its own weight in fat.That’s why it’s a fantastic FAT BLOCKER.”“Brindall berries cause very rapid and substantial weight lossby reducing fat absorption by 76%.”“Super Fat-Fighting Formula guarantees rapid weight loss.Shortly after ingesting small amounts of the component, itdissolves into a gel that absorbs and surrounds excess fat andcalories, preventing them from forming body fat.”“This product blocks fat before your body absorbs it; thepounds will melt away effortlessly.”“The Super Fat-Fighting Formula inhibits fats, sugars andstarches from being absorbed in the intestines and turning intoexcess weight, so that you can lose pounds and inches easily.”“Mulletwood is an ‘all-natural ingredient’ designed to attractand absorb excess calories and transport them out of yoursystem. Watch the weight come off your body.”

FRAUDULENT CLAIM 4

11/26/2003, 3:26 PM
Reality Check

Variations

WWW.FTC.GOV/REDFLAG pages14&15

Losing more than three pounds per week over multipleweeks can result in gallstones and other healthcomplications, so the safety claim is false. If the claim isthat NO dieting is required, the claim is false for thatreason too.

“Lose 30-40-50 pounds. Yes! You can lose three pounds perweek, naturally and without side effects.”“Neptune’s Potion is safe and effective,” with customertestimonials claiming more than 12 pounds of weight loss permonth.

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Reality Check

Variations

No product will work for everyone.

“Lose excess body fat. You cannot fail, because no will poweris required.”“Lose 10-15-20 pounds. Works for everyone, no matter howmany times you’ve tried and failed before.”“Everyone in our study lost substantial weight. Failure isimpossible.”“Melt away ugly body fat. The product targets fat andeliminates it, regardless of body type and size.”

FRAUDULENT CLAIMS 5 & 6

Consumers can safely lose more than three pounds per week for a period of more than four weeks.The product causes substantialweight loss for all users.

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WWW.FTC.GOV/REDFLAG pages16&17

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This is a product category. It includes diet patches, topicalcreams and lotions, body wraps, special clothing, rings,earrings, body belts, and shoe inserts, among others.These products do not cause substantial weight loss. Aclaim that people can lose even a pound or more a weekusing one of these devices is false.

Diet patches, creams, wraps, earrings, and other products worn on the body or rubbed into the skin cause substantial weight loss.

Variations

“Lose two to four pounds daily with the Neptune Diet Patch.”“Neptune Reducing Cream drops pounds and inches fromyour thighs.”

FRAUDULENT CLAIM 7

Reality Check

11/26/2003, 3:27 PM
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11/26/2003, 3:29 PM