FALSE FALSE ADVERTISEMENTADVERTISEMENT

Rebekka RiederRebekka Rieder

BA 506BA 506

Winter 2007Winter 2007

WEIGHT LOSSWEIGHT LOSS

$34.7 billion in 2000 on weight-loss products and programs (Atlanta Business Chronicle)

(Books videos, and tapes, low-calorie foods and drinks, sugar substitutes, meal replacements, prescription drugs, over-the-counter drugs, dietary

supplements, medical treatments, commercial weight-loss chains, and other products or services related to weight-loss or weight maintenance)

29% of men and 44% of women are overweight (an estimated 68 million American adults)

> 2/3 of American adults are trying either to lose weight or to forestallweight gain (1996 survey of 107,000 people by the Centers for Disease Control and Prevention)

A Multi-Billion Dollar Industry

Common Marketer ClaimsCommon Marketer Claims

•Consumer TestimonialsConsumer Testimonials

•Before/After PhotoBefore/After Photo

•Rapid Weight-loss ClaimsRapid Weight-loss Claims

•Lose Weight Without Diet or ExerciseLose Weight Without Diet or Exercise

•Lose Weight PermanentlyLose Weight Permanently

•No Matter How Many Times You Have Failed BeforeNo Matter How Many Times You Have Failed Before

•Money-back GuaranteesMoney-back Guarantees

•Scientifically Proven/Doctor EndorsedScientifically Proven/Doctor Endorsed

•Safe/All Natural Claims (all organic ingredients)

Example:

20 of the 117 ads making “clinically proven” claims were for products that contained ingredients known by the Federal Trade Commission from past law enforcement actionsto be ineffective.

“the clinically proven healthy way to lose weight”,“clinically tested”, “scientifically proven”

“studies confirm”, “recommended” “approved by”, “developed” or “discovered”

by a medical professional

Scientifically Proven/Doctor Endorsed ClaimsScientifically Proven/Doctor Endorsed ClaimsScientific authority and aim to persuade consumers that they

should feel confident that a product will work

31% of the 2001 ads made at least one representation that almost certainly is false, compared to zero percent in 1992. These ads appeared in Family Circle, Cosmopolitan, Women’s Day, McCall’s, and Redbook.

Weight-Loss Advertising: Weight-Loss Advertising: An Analysis of Current TrendsAn Analysis of Current Trends

Federal Trade Commission Federal Trade Commission September 2002 September 2002

www. ftc. govwww. ftc. gov

Rhetoric of weight-loss advertising has changed Rhetoric of weight-loss advertising has changed significantly.significantly.

•The amount of weight-loss advertising has increased dramatically since 1992.

•The increase in weight-loss advertising is due to the explosion in the number of dietary supplement products now being promoted

for weight loss.

What has changed….What has changed….

•The use of consumer testimonials claiming substantial, specified amounts of weight loss has increased significantly.

•The use of specific performance claims, including claims that on their face are almost certainly false, has proliferated.

Federal Trade CommissionFederal Trade Commission

In the absence of laws and regulations to protect the public against dangerous or misleading products….

Weight-Loss industry promise effortless, fast weight loss!!

•The FTC has primary jurisdiction over the advertising of over-the-counter drug products, devices, and dietary supplements.

•Since 1990, FTC cases challenging deceptive claims for weight-loss products court orders requiring companies or individuals to pay over $48 million in

consumer redress or disgorgement.

•Another $4.35 million has been assessed as civil penalties for violations of prior Commission orders.

Government and industry share a responsibility to ensure that accurate and understandable information about weight loss treatments is

readily available to consumers.

As one expert notes, success will come when the public is convinced

“that there is no ‘magic bullet.’”

SO SO WHAT…WHAT…

Comments???

http://www.youtube.com/watch?v=M9pAkPHUye8

http://www.youtube.com/watch?v=Q4PJh7RpfJo

http://www.youtube.com/watch?v=MgpspHB3vfQ

References:

Weight-Loss Advertising: Weight-Loss Advertising: An Analysis of Current TrendsAn Analysis of Current TrendsFederal Trade Commission Federal Trade Commission September 2002 September 2002 www.ftc.govwww.ftc.gov