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Americans are willing to spend billions to lose weight. Marketing products and services to dieters is a cinch, a dream, and a no-brainer big business, and easy money, because more than 120 million or 61% of people in the USA are overweight, obese, or overweight by 30 pounds or more. The common techniques marketers use include testimonials and before/after photos, claims of rapid weight loss, and the promise of no dieting or exercise required. Actors say, ?7 weeks ago I weighed 268 pounds, now I am down to just 148 pounds!?Ads claim: ?You can eat as much as you want and still lose weight.? Another ad claimed: ?You could lose 8 to 10 pounds per week, easily . . . and you won’t gain the weight back afterwards.?

However, the dieter’s dream of being healthy, slim or trim, and attractive was dashed by the Federal Trade Commission in a big way. Newspapers, local and national news all reported the FTC warning that advertisements for weight-loss products and services make ?grossly exaggerated? claims. The agency reviewed 300 weight-loss ads in the previous year and tested 218 dietary supplements, meal replacements, patches, creams, wraps and other weight-loss products and services. The report found that 40% of the ads made at least one representation that was almost certainly false, and 55% made a claim that was very likely false or at least lacked adequate substantiation. The agency had the help of a...

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