The FTC wants broadcasters to screen out advertising...
The FTC wants broadcasters to screen out advertising for fraudulent diet and weight-loss products, using a list of seven claims commonly made in such ads that “can’t be true,” said an agency news release. Ads for “bogus” products do “incalculable…
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damage to the reputation for accuracy that broadcasters and publishers work hard to earn,” said an FTC letter to broadcasters (http://1.usa.gov/1ddzoEn) announcing the new campaign, called “Gut Check.” The list of tell-tale signs that should flag a fraudulent ad for broadcast ad sales teams includes claims that a product causes substantial weight loss “no matter what or how much the consumer eats,” or by rubbing a product into skin, or “causes permanent weight loss even after the consumer stops using product.” The FTC takes law enforcement action against fraudulent product sellers after such ads run, but “the most effective front-line defense is when media outlets have an effective in-house clearance program that screens out clearly deceptive diet ads,” said the letter to broadcasters. It urged broadcasters to point their ad sales teams to an online tutorial that teaches users how to spot weight-loss fraud (http://1.usa.gov/1adifII). The campaign also includes an FTC-created website for a fake weight-loss product called “FatFoe” (http://bit.ly/1htHpa1). “When consumers try to order FatFoe, they learn the ad is a warning from the FTC about diet rip-offs,” said the FTC in the release.