Consumer Testimonials; Before/After Photos.

The headline proclaimed: “I lost 46 lbs
in 30 days.” Another blared, “How I lost 54 pounds without dieting or medication in less than 6
weeks!” The use of consumer testimonials is pervasive in weight-loss advertising. One hundred and
ninety-five (65%) of the advertisements in the sample used consumer testimonials and 42%
contained before-and-after pictures. These testimonials and photos rarely portrayed realistic weight
loss. The average for the largest amount of weight loss reported in each of the 195 advertisements
was 71 pounds. Fifty-seven ads reported weight loss exceeding 70 pounds, and 38 ads reported
weight loss exceeding 100 pounds. The advertised weight loss ranges are, in all likelihood, simply
not achievable for the products being promoted. Thirty-six ads used 71 different testimonials
claiming weight loss of nearly a pound a day for time periods of 13 days or more.