Diet/Weight Loss Advertising 
  this page updated last on:  02/05/2010

INTRODUCTION
Yes, it's that time of year again--just after the holidays.  Magazines in particular feature cover stories
on losing weight.  And weight loss advertising seems to be everywhere, especially in these new year's publications.
 
Presented here are some resources, ads, and activities that will help young people use "critical thinking skills" as it relates
to these persuasive forms of advertising.  Since teaching the "techniques of persuasion" is in most state's teaching
standards, these ads are perfect for use in classroom settings. If you have comments, please send them to me: 
fbaker1346@aol.com

BACKGROUND
In early December 2003, the Federal Trade Commission issued new guidelines
to the media about accepting advertisements for weight loss products which may be
deceptive in their claims. Read how the media covered the story.

FTC Advice issued December 2008: Have some healthy skepticism. Consumers can learn how to spot health scams,
such as fake cancer cures and bogus weight loss products, and do some research on buying generic drugs, Lasik eye surgery,
and using dietary supplements. Consumers can learn about rights they may not even know they had – like the right to
obtain a copy of prescriptions for eyeglasses or contact lenses at www.ftc.gov/health. ( See also the FTC website:
Red Flag: Bogus Weight Loss Claims)

Presented below are several ads for educators/parents to consider using.  Use of these ads in this
context does not imply any deception. Rather I invite educators/parents/students to use
media literacy concepts and critical thinking questions and apply them to these ads.

NEW: download these ads for analysis & deconstruction

 


   Ad from AOL Homepage (January 2010)                 Ad from AOL Homepage (January 2009)
             

FTC Fake WebSite for Student evaluation:  FatFoe

Recent news articles/research:
 
Jenny Craig Ends Ad Campaign After Lawsuit
Weight Watchers sues Jenny Craig for Bertinelli ad
Marketers of Unproven Weight-Loss Products Ordered to Pay Nearly $2 Million (Jan. 2010)
FTC wants more scrutiny of weight-loss ads (July 2009)
New Year, New Round of Diet Programs
Internet Marketers of Dietary Supplement for Weight Loss Agree to Pay $150,000  (Dec. 2008)
Before & After Ads Lead to Bias (Nov. 2008)
TrimSpa's Ads Change After Anna Nicole
Claims in diet-pill ads are too good to be true, FTC
Sellers of Popular Weight Loss Supplements Pay $25 Million Over FTC Allegations of Deceptive Advertising
Diet ads under scrutiny
FTC To Require Four Weight Loss Pill Companies To Change Ads And Pay Penalties
What You Need to Know About Weight-Loss Programs (Jan.2007)
Americans fall prey to weight-loss supplement hype (Oct.2006)
How adolescent girls interpret weight loss advertising (July 2006)
FTC to start naming bogus ad broadcasters
Diet & Hype (Newsweek March 2006)
"Before and After" diet ads not fair on obese people: Study
FTC Stops Bogus Ads for 'Bio Trim' and Other Weight-loss Products (Nov.2005)
This diet pill contains saturated advertising (July 2005)
Diet pill use on the rise among teenage girls (May 2005)
FTC Sees Drop in Ads with False Weight-Loss Claims( April 2005)
Weight Loss Ad Claims Disputed, Study (Dec.2004)
Diet ads promote stereotypes 
Miracle-Diet Ads Lie? Well, Duh! (TIME)
Weighing the evidence in diet ads (FTC)



Download  Soloflex Ad (August 2006)

Online ad for TIMSPA featuring before and after shots of actress/model Anna Nicole Smith.
(I don't know who they're trying to fool, but the picture on the left was obviously taken years earlier)