Feds Want Media to Lighten Up on Weight-Loss Ads

December 9, 2003
The Federal Trade Commission wants the media to lighten up on weight-loss advertising. The feds say the airwaves and public print are bulging with weight-loss ads that are heavy on the hype but light in substance.

“Unfortunately, there are way too many ads for scientifically impossible weight-loss products in the popular media,” said FTC Chairman Timothy J. Muris. “The media should institute screening programs to ‘red flag’ deceitful weight-loss ads and refuse to run them. To help media advertising staff identify bogus claims, we’re providing thousands of free copies of the ‘Red Flag’ booklet.”

The media reference guide builds upon the FTC’s staff report, “Deception in Weight-Loss Advertising Workshop: Seizing Opportunities and Building Partnerships to Stop Weight-Loss Fraud,” also released today. The staff report provides an overview and analysis of the workshop discussion and relevant public comments.

The centerpiece of the FTC campaign is educational guidance to the media that identifies seven common weight-loss claims made for products available over-the-counter, including nonprescription drugs, dietary supplements, creams, wraps, devices, and patches that are scientifically infeasible at the current time. These claims include:

• Causes weight loss of two pounds or more a week for a month, or more without dieting or exercise.
• Causes substantial weight loss, no matter what or how much the consumer eats.
• Causes permanent weight loss (even when the consumer stops using the product).
• Blocks the absorption of fat or calories to enable consumers to lose substantial weight.
• Safely enables consumers to lose more than three pounds per week for more than four weeks.
• Causes substantial weight loss for all users.
• Causes substantial weight loss by wearing it on the body or rubbing it into the skin.

“We know that no publication or station wants to print or air false weight-loss claims,” Chairman Muris said. “This booklet provides specific examples of bogus claims, along with explanations that will allow media advertising personnel to avoid bogus weight loss claims and stop them before they injure consumers. We encourage the media to use it.”

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