“Operation Big Fat Lie”: FTC Files Suits, Fights Bogus Weight-Loss Ads
This article was originally published in The Tan Sheet
Executive Summary
FTC's "Red Flag" initiative has roughly halved the number of ads with fraudulent weight-loss claims since its inception, according to the commission
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FTC's "Red Flag" initiative has roughly halved the number of ads with fraudulent weight-loss claims since its inception, according to the commission. The "Red Flag: Bogus Weight-Loss Claims" guide, which features examples of seven "obviously false" statements, was released in December 2003 (1 (Also see "Slap On The Wrist? FTC Puts Out Media Guidance On Weight Loss Ad Claims" - Pink Sheet, 15 Dec, 2003.), p. 15). The brochure is intended to help media outlets screen patently fraudulent ads before publishing or airing false statements. "Through our monitoring over the last several months, we have seen a decrease in the frequency of false weight-loss claims in the media," said FTC Chairman Deborah Majoras during a press briefing Nov. 9. "This tells us that many in the publishing and broadcasting industries are...stepping up their efforts to reject" fraudulent claims, she added. "Operation Big Fat Lie" is the commission's latest effort to continue that momentum by targeting product marketers for making bogus claims. As part of the initiative, FTC has filed lawsuits in several U.S. districts alleging six different marketers have made weight-loss claims cited in the "Red Flag" guide. Dietary supplements cited in the suits include Femina's Fat Seltzer Reduce , Selfworx.com's Ultra LipoLean , Natural Products' Bio Trim and AVS Marketing's Himalayan Diet Breakthrough . Topical cellulite-reducing creams, diet teas and transdermal patches are among other products targeted by FTC. Media outlets that published the ads were notified of the bogus claims. "Reminder" letters included a copy of the problem ad and a description of each "Red Flag" claim used in the promotion. The "Big Fat Lie" initiative includes the creation of two new consumer education web pages. The first 2 website offers tips to consumers on protecting themselves from questionable products. A 3 'teaser' website also has been created to mimic actual product web pages by making claims about a fictitious product's ability to "work for everyone - regardless of how much you eat, regardless of how much you'd like to lose." When consumers click on a link that leads them to purchase the product, they are provided with a message from FTC: "It's too bad that ads like this are almost always false." |