With summer around the corner, the Federal Trade Commission (FTC) is reminding publishers, broadcasters, and other media of the ways to spot phony weight-loss claims when screening ads for publication. The reissued guidance entitled, “Gut Check: A Reference Guide for Media on Spotting False Weight-Loss Claims,” details seven weight loss claims that the FTC asserts can’t be true and that should prompt a “gut check” for outlets considering weight loss advertisements. The hope is that media will think twice before accepting and running these ads.
The guidance also cautions media to watch for the subtle ways in which weight-loss claims may be made and suggests checking for phrases that consumers might not catch, like “helps” people lose “up to” 10 pounds a week…” Results in an advertisement must be typical of what consumers can expect to achieve and must be clear and conspicous. Continue Reading