Weight Loss Study (continued)

Rapid Weight-loss Claims. Rapid weight-loss claims were made in 57% of the
advertisements in the sample. In some cases, the falsity of such claims is obvious, as in the ad that
claimed that users could lose up to 8 to 10 pounds per week while using the advertised product.

No Diet or Exercise Required. Despite the well-accepted prescription of diet and
exercise for successful weight management, 42% of all of the ads reviewed promote an array of
quick-fix pills, patches, potions, and programs for effortless weight loss and 64% of those ads also
promised fast results. The ads claim that results can be achieved without reducing caloric intake or
increasing physical activity. Some even go so far as to tell consumers “you can eat as much as you
want and still lose weight.”

Long-term/Permanent Weight-loss Claims. “Take it off and keep it off” (longterm/permanent weight loss) claims were used in 41% of the ads in the sample. In fact, the publiclyix
available scientific research contains very little that would substantiate long-term or permanent
weight-loss claims for most of today’s popular diet products. Accordingly, long-term or permanent
weight-loss claims are inherently suspect.

Clinically Proven/Doctor Approved Claims. Clinically proven and doctor approved
claims are also fairly common in weight-loss advertisements, the former occurring in 40% and the
latter in 25% of the ads in the sample. Some of the specific claims are virtually meaningless. For
example, a representation such as, “Clinical studies show people lost 300% more weight even
without dieting,” may cause consumers to conclude mistakenly that the clinically proven benefits are
substantial, whereas, in fact, the difference between use of the product and dieting alone could be
quite small (1.5 lbs. vs. .5 lbs.). These claims do little to inform consumers and most ads fail to
provide consumers with sufficient information to allow them to verify the advertisers’
representations. Moreover, the Federal Trade Commission, in past law enforcement actions, has
evaluated the available scientific evidence for many of the ingredients expressly advertised as
clinically proven, and challenged the weight-loss efficacy claims for these ingredients.
Natural/Safe Weight-loss Claims. Safety claims are also prevalent in weight-loss
advertising. Nearly half of all the ads in the sample (42%) contained specific claims that the
advertised products or services are safe and 71% of those ads also claimed that the products were
“all natural.”
Safety claims can be difficult to evaluate, especially when so many ads fail to disclose the
active ingredients in the product. On the other hand, some advertisements disclose ingredients, e.g.,
ephedra alkaloids, that make unqualified safety claims misleading. Nevertheless, marketers in almost
half (48%) of the ads that identified ephedra as a product ingredient made safety claims. Only 30%
of the ads that identified ephedra as an ingredient included a specific health warning about its
potential adverse effects.