Feds Sue Trudeau Marketers

Weight-loss book is misrepresented in infomercials, FTC charges

By Truman Lewis
ConsumerAffairs.com

October 8, 2007

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Marketers of Kevin Trudeau’s book, “The Weight Loss Cure They Don’t Want You to Know About,” stand accused of misrepresenting the book’s contents in their infomercial.

The ad claims that the weight-loss plan outlined in the book is easy to do, can be done at home, and ultimately allows readers to eat whatever they want.

However, when consumers purchase the book, the Federal Trade Commission charges, they find it describes a complex, grueling plan that requires severe dieting, daily injections of a prescription drug that consumers cannot easily obtain, and lifelong dietary restrictions.

Last month, the FTC sued Trudeau, charging him with violating a court order that settled previous allegations that he misled consumers. In 2004 the FTC charged Trudeau in connection with a series of TV infomercials promoting the book.

The widely disseminated infomercial at issue in the latest suit describes the weight-loss plan set forth in the book, stating, “It’s easy to do, you can do it at home” and that “when you’re done with the protocol, eat whatever you want and you don’t gain the weight back.”

According to the FTC, when consumers buy and read the book, they find that it actually describes a complicated system involving daily injections, specialized cleanses and supplements, and severe food restrictions, and includes a “fourth phase” of the protocol that requires dietary restrictions and never ends.

Consumers complain

Many consumers have made that discovery on their own. Roger of Wichita complained that he found "nothing helpful in the books." He said Trudeau "wanted you to take injections that aren't even available in the U.S."

"I bought the stupid book ... There are 60 strongly advised recommendations you have to do, including things like getting 15 colonics from a licensed colon therapist," said Loey of La Vergne, Tenn., in a complaint to ConsumerAffairs.com. "I have talked to someone who gets colonics and she said it is $150 per colonic."

"He also recommends 3 or 4 Thai massages in a week. Who has that kind of money or time!! He recommends avoiding florescent light - HOW? He claims he did this without exercise, then he recommends walking daily for one hour outdoors," she complained.

The Commission filed the complaint against Direct Marketing Concepts, Inc., ITV Direct, Inc., and the two individuals who jointly control the two corporations, Donald Barrett and Robert Maihos.

It contends that the marketers deceptively claimed that the book establishes a weight-loss protocol that is “easy” to follow and that once the protocol ends, consumers can eat what they want without regaining weight.

The Commission sued the same four defendants in 2004, alleging that they made deceptive advertising claims for two dietary supplements and billed consumers’ credit cards without authorization.

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