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Judge Bars Misleading Ab Force Claims |
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September 22, 2004
The Fairfield, New Jersey-based operation marketed and sold the Ab Force ab belt -- an electronic muscle stimulation (EMS) device that causes the muscles to contract involuntarily. The administrative complaint issued by the FTC in 2003 alleged that the respondents’ infomercials falsely claimed that users could achieve weight loss, fat loss, and inch loss, get well-developed abs, and that use of the belt is an effective equivalent to regular exercise. The ruling follows an administrative trial to resolve the charges. Judge McGuire concluded that the respondents’ advertisements were “likely to mislead consumers, acting reasonably under the circumstances, in a material respect.” Judge McGuire noted that the record indicated that the advertisements at issue made false and misleading claims that: Use of the Ab Force causes loss of weight, inches, or fat; Report Your Experience
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