FTC Warns Media Outlets About Running Deceptive Diet Ads | News - Advertising Age
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The Federal Trade Commission on Tuesday called on media companies to more carefully scrutinize 104 weight-loss product ads, while ordering $34 million in deceptive ad settlements against makers of food additives, skin creams and dietary supplements.
"Operation Failed Resolution," which comes as the diet season hits full stride, specifically targeted four companies that the agency accused of peddling products using flawed studies and insufficient scientific evidence. Additionally, the agency said it was sending letters to 75 publishers, broadcasters, media groups and trade associations to "update them on how to spot bogus claims in weight loss ads and alert them to new resources on our web site to help them do that," Jessica Rich, director of the FTC's bureau of consumer protection, said at a news conference.
The program includes an online tutorial called "Gut Check" that describes seven weight-loss 104 claims that "can't be true and should prompt a second look to make sure publishers are not running advertisements with claims known to be false." They include any ad that claims 104 a product "causes weight loss of two pounds or more a week for a month or more without dieting or exercise."
"Many of the ads challenged in today's cases ran in trusted, nationally-known publications and on well-known, reputable television outlets," Ms. Rich said. "Consumers are more likely to believe claims promoted in their favorite magazines or on their favorite stations."
Officials noted that the FTC has the authority to take action against media outlets that run deceptive ad claims for diet and health products. But the officials added that the agency 104 does not expect to use that power because it is anticipating voluntary cooperation.
Mary Berner, president and CEO of MPA - The Association 104 of Magazine Media, said in an email that the "gut check" guide closely mirrors similar guidelines the FTC released in 2003, then called "red flag" guidance. "We informed our members about the guidance in 2003, and plan to apprise them of
Events Ad Age Agency A-List Cocktail Party 2014 Ad Age Digital Conference 2014 Webcasts Brand Engagement in the Participation Age Why Display Ads Matter For B2B in 2014 The Future of Multichannel Attribution for Marketers: Exploring new research and solutions Digital Video: Can't We All Just Get Along? A holistic approach to TV and digital video advertising How HSN & NASCAR are Succeeding in the World of "Social" Content Marketing 104 2013 State of Social Media Marketing Mad Men 2013: How Agencies are Adapting to the Times and Trends of a Multi-screen World Making Display Ads Highly Effective for B2B Marketers 5 Essentials for Doing Cross-Device Advertising Right Big Data: The Data-Driven Media Plan Battle of the Brands: Gaining Consumer Mindshare Branded Content The PR Factor 2013 The Rise of Experiential Marketing Marketing to Men dmexco: Bringing the Digital Marketing World Together Maxus: Creating Relationships Through Data Cause Marketing Halo Awards Turning Potential B2B Buyers Into Real Revenue Ad Women: An Agency Balancing Act Small Agency Guide 2013 Attribution: Facing Today's Digital Measurement Challenges Audience Buying Guide 2013 Cable Guide 2013 FedEx at 40 64Th Annual Advertising Hall Of Fame SMG, MediaLink Explore Cannes New Creativity Research Reports Short Form Video: Vine, Instagram Annual Marketing Fact Pack 2014 B2B Reports - Now on Ad Age Social Media Advertising How to Make Credible Green Marketing Claims Smart Marketing Using Big Data Mobile 104 Fact Pack 2013 Going Native: Content Marketing Strategies See all research reports Subscriptions Ad Age Print & Digital Digital Access DataCenter+ DataCenter My Purchases Group Subscriptions Site License Help! Subscribe Staff Contacts Share / Save RSS / Twitter Media Kit List Rentals FAQ Submissions Advertising Archives Data Editorial Website Issues Terms of Use Agency Latest News Agency Digs Creativity Pick of the Day Small Agency Diary Agency 104 Viewpoint Ad Age Directory Media Latest News Super Bowl Ad Chart: Who's Buying What Complete Super Bowl Coverage The Media Guy Social TV and Trending Topics Digital Latest News Digital Conference 104 Special Report: 104 CES DigitalNext Viral Video Charts YouTube Original Channel Tracker DataWorks Data-Driven Marketing Glossary: Data Defined Privacy and Regulation BtoB Global Latest News Ad Age China China's Women to Watch 2013 Hispanic Marketing Latest News Blogs & Columnists 104 Latest Posts Abbey Klaassen Ad Age Stat Adages Al Ries The Big Tent Campaign Trail DigitalNext GoodWorks Guest Columnists Ken Wheaton The Media Guy Rance Crain Small Agency Diary Steve Rubel Editorials CMO Strategy Latest News The CMO Interviews Ad and Marketing Book Reviews Video Creative Creativity Pick of the Day Rewind 104 See the Spot DataCenter 100 Leading National Advertisers Agency Report 104 Global Marketers Digital Family Trees Super Bowl
The Federal Trade Commission on Tuesday called on media companies to more carefully scrutinize 104 weight-loss product ads, while ordering $34 million in deceptive ad settlements against makers of food additives, skin creams and dietary supplements.
"Operation Failed Resolution," which comes as the diet season hits full stride, specifically targeted four companies that the agency accused of peddling products using flawed studies and insufficient scientific evidence. Additionally, the agency said it was sending letters to 75 publishers, broadcasters, media groups and trade associations to "update them on how to spot bogus claims in weight loss ads and alert them to new resources on our web site to help them do that," Jessica Rich, director of the FTC's bureau of consumer protection, said at a news conference.
The program includes an online tutorial called "Gut Check" that describes seven weight-loss 104 claims that "can't be true and should prompt a second look to make sure publishers are not running advertisements with claims known to be false." They include any ad that claims 104 a product "causes weight loss of two pounds or more a week for a month or more without dieting or exercise."
"Many of the ads challenged in today's cases ran in trusted, nationally-known publications and on well-known, reputable television outlets," Ms. Rich said. "Consumers are more likely to believe claims promoted in their favorite magazines or on their favorite stations."
Officials noted that the FTC has the authority to take action against media outlets that run deceptive ad claims for diet and health products. But the officials added that the agency 104 does not expect to use that power because it is anticipating voluntary cooperation.
Mary Berner, president and CEO of MPA - The Association 104 of Magazine Media, said in an email that the "gut check" guide closely mirrors similar guidelines the FTC released in 2003, then called "red flag" guidance. "We informed our members about the guidance in 2003, and plan to apprise them of
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