WASHINGTON--The number of obviously false weight-loss claims made in television, radio and print advertisements decreased significantly from 2001 to 2004, according to a recently released Federal Trade Commission (FTC) staff report (www.ftc.gov/reports/index.htm). The “2004 Weight-Loss Advertising Survey” found only 15 percent of weight-loss ads reviewed in 2004 were false, compared to almost 50 percent of ads reviewed in 2001.
The 2004 staff report reviewed a sample of 293 ads from various media, including tabloids, newspapers, television, infomercials, radio and magazines (which provided the largest number of ads surveyed). Of these ads, 91 percent were for dietary supplements.
After releasing its original 2001 findings, FTC asked the media to voluntarily screen ads for weight-loss products such as dietary supplements, topical creams and diet patches to help curb the incidence of deceptive advertising. Publishers and producers were urged to reject ads containing statements on FTC’s list of “red flag” claims, which tout results not scientifically feasible for over-the-counter weight-loss products. In 2003, the agency released an updated list, “Red Flags: Bogus Weight-Loss Claims.”
Five percent of 2004 ads contained the common red flag claim that users could lose 2 lbs/wk or more without altering caloric intake or exercise. In 2001, 43 percent of ads made that claim.
“Good media screening is good business,” said Deborah Platt Majoras, chairman of FTC, in a statement. “I encourage the media to continue their efforts to identify and reject clearly false weight-loss advertising.”
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