The Real Skinny on Diet Supplement Ads

Consumers should keep two old sayings in mind when it comes to ads for dietary supplements, fat burners and related products: "Don't believe everything you read" and "Buyer beware."

It can be tricky to separate fact from hype in product advertisements for diet supplements. Several government agencies and consumer groups monitor ads and make a valiant effort to try and protect consumers from false and misleading claims. Back in 1997, the Federal Trade Commission carried out "Operation Waistline" investigating misleading and deceptive weight loss claims which resulted in penalties against seven manufacturers. More recently the FTC's "Operation Cure-All" looked into misleading and fraudulent online ads involving dietary supplements and other "medical miracle" products.

The agency took action against Enforma Natural Products, makers of " Fat Trapper" and "Exercise in a Bottle." FTC officials objected to Enforma's ads implying their products could help customers lose weight while they slept, even if they ate lots of fattening foods. Even celebrity endorsers didn't get off easy. The FTC's case against Enforma also included actions against Steve Garvey, who acted as a celebrity endorser in the company's infomercials. The FTC obtained a $10 million settlement from the company on behalf of consumers, but still keeps a close eye on Enforma's continuing questionable ad practices.

The National Advertising Division (NAD) of the Council of Better Business Bureaus, the advertising industry's self-regulatory forum, has also challenged claims made by makers or numerous dietary supplements and weight loss aids. NAD investigators found that many of the companies used questionable testing techniques or could not provide sufficient proof to support their claims.

Misleading or downright untrue advertising sometimes victimizes even the celebrities themselves. Paula Abdul successfully battled makers of a weight loss drink after the company launched an ad campaign falsely attributing the singer's figure to their product.

Under FTC regulations, claims made by a manufacturer regarding the effectiveness of their product must be substantiated by rigorous scientific studies. Also, if ads show cases involving amazing or unusual results, the company must clarify the typical outcome consumers are more likely to obtain. Manufacturers have gotten creative in trying to dance around these advertising regulations. Eagle-eyed viewers will spot tons of tiny fine print on ads for dietary supplements. For example, during an ad that promises miracle weight loss, a split-second footnote may note, "diet and exercise is required."

Despite the best efforts of groups like the FTC and NAD, it's not easy to police an industry that does $12 billion in annual sales, so consumers must use common sense and a good dose of skepticism in evaluating advertising claims.

The FTC's Brenda Mack warns consumers to be skeptical of rave reviews by celebrities and other paid endorsers. Although legally these endorsers must be bona fide users of the product if they so imply in an ad, that's frequently not really the case. Consumers should watch for celebrities who seem to be reciting a script without much conviction, or stars that endorse one product this week, despite hawking a competing product last week.

Obviously, consumers should take testimonials from celebrity and other paid spokespeople with a grain of salt, but even those from "regular Joes" can be suspect. Consider the case of Bobby Aldridge, who recently appeared in ads for Xenadrine EFX, crediting the product for his 56-pound weight loss and offering impressive "before and after" photos as proof. Observant readers may have found Aldridge's story familiar the year before, he had submitted a nearly identical set of photos in the Body-for-LIFE Challenge only that time, he attributed his weight loss to a host of other supplements, including a competing brand's fat-burner.

The FTC says misleading ads often use "buzz words" like scientific breakthrough, miraculous cure, exclusive product, secret ingredient or ancient remedy. They may also claim the government, the medical profession or research scientists have conspired to suppress the product. Here are other examples of suspicious claims that should immediately put consumers on alert:

• "Lose 30 Pounds in Just 30 Days." As a rule, the faster you lose weight, the more likely you are to gain it back. Also, fast weight loss could harm your health. Unless your doctor advises it, don't look for programs that promise quick weight loss.
• "Lose All the Weight You Can For Just $39.99." Some weight loss programs have hidden costs. For example, some don't advertise the fact that you must buy their prepackaged meals that cost more than the program fees. Before you sign up for any weight loss program, ask for all the costs. Get them in writing.
• "Lose Weight While You Sleep." Claims for diet products and programs that promise weight loss without effort are phony.
• "Lose Weight And Keep It Off For Good." Be suspicious about products promising long-term or permanent weight loss. To lose weight and keep it off, you must change how you eat and how much you exercise.
• "John Doe Lost 84 Pounds in Six Weeks." Don't be misled by someone else's weight loss claims. Even if the claims are true, someone else's success may have little relation to your own chances of success.
• "Scientific Breakthrough...Medical Miracle." There are no miracle weight loss products. To lose weight, you have to reduce your intake of calories and increase your physical activity. Be skeptical about exaggerated claims.

Other questions consumers should ask themselves when deciding whether a product can measure up to its ads:

• Does the endorsement come from an "expert" with vague or easily obtained credentials? Some products offer testimonials from people referred to simply as "therapists" or "counselors."
• Is there lots of fine print? Scan the ad for disclaimers indicating the endorser is a paid spokesperson, or does not actually use the product in question.
• Are the claims verifiable? Ask the company for proof of its "scientific studies," and then see if you can verify those findings yourself.
• Does the company have a bad history? Do an online search or check the websites of FTC and NAD for a prior history of offenses. These websites also allow consumers to file complaints about suspicious or misleading ads.

For More Information:

Federal Trade Commission
www.ftc.gov

National Advertising Division
www.nadreview.org