Weight loss ads referred to FTC

Executive Summary

Health Center For Better Living's advertising for its Metabolene weight loss formula was referred to the Federal Trade Commission by the Electronic Retailing Self-Regulation Program after the Naples, Fla.-based firm failed to respond to an inquiry, the Council of Better Business Bureau's arm says Aug. 29. ERSP reviewed HCBL's ad claims for Metabolene, including "effortlessly melt away 30 lbs. in 30 days," after receiving an anonymous complaint. The CBBB group also asked the firm to substantiate consumer claims included in its ads that are "in contravention of the criteria" in FTC's "Red Flag - Bogus Weight Loss Claims" guide. After firms fail to comply with recommendations from advertising reviews or respond to inquires, the self-regulatory arms of CBBB refer them to the FTC, which give the cases high priority in its consumer protection enforcement (1"The Tan Sheet" June 4, 2007, p. 11)...