FTC fighting bogus TV weight loss claims

If it sounds too good to be true, it is! The Federal Trade Commission has released a new Red Flag education campaign to help the media screen out weight loss product advertising containing claims that are "too good to be true."

The guide is to help the media screen out scientifically impossible weight loss products, and to help them refuse to run ads making bogus claims. According to the report, the following seven common weight loss claims made for over-the-counter products are a "no no":

• Causes weight loss of two pounds or more a week for a month or more, without dieting or exercise
• Causes substantial weight loss, no matter what or how much the consumer eats
• Causes permanent weight loss (even when the consumer stops using the product)
• Blocks the absorption of fat or calories to enable consumers to lose substantial weight
• Safely enables consumers to lose more than three pounds per week for more than four weeks
• Causes substantial weight loss for all users
• Causes substantial weight loss by wearing it on the body or rubbing it into the skin

Run, don't walk, away from any products making these bogus claims.