HEALTH AND FITNESS ADVERTISING

SHAKE WEIGHT Burning calories by shaking something is not better than burning calories by lifting or actually getting strong, and why would you not want to get stronger?

THIGH MASTER The Thighmaster is a foam covered piece of metal with a spring in the middle. The design of the Thighmaster limited its use to squeezing the legs together from around a 45 degree angle. This range of motion of hip adduction does little to benefit strength and absolutely nothing to tone thighs. The prospect of perfect thighs had women whipping out their credit cards in record numbers in the 1990s. A product which sold for $20 and made tens of millions in the 1990s is now available for 99 cents at your local garage sale. Endorsed by: Suzanne Somers

DETECTING QUESTIONABLE PRODUCTS Easy, effortless, and fast: Machines and other devices that are advertised as “guaranteeing” the user certain results in a short time should be ignored. The benefits of exercise cannot be stored, and the body needs time to adapt and change. In other words, change comes with time and effort. Advertisements that promise easy or effortless results are simply false. “Spot” reducing: One of the most appealing claims, yet also one of the most inaccurate and false claims, is that a product can reduce the fat from a particular part of the body. The most popular body parts targeted by these advertisements are the buttocks, hips, and stomach. Achieving a major change in appearance requires sensible eating and regular exercise that works the whole body. Faster than others: The claims that one machine will produce results faster than other similar machines is difficult to evaluate, especially when there are no independent scientific studies to substantiate the claims. Arguably, any equipment that helps a person exercise several major body parts will likely burn more calories than equipment that works only one body part. Everyone responds to exercise differently. Finding the right frequency, intensity, time/duration, and type (FITT) of exercise is the key. The Fine Print

Testimonials: Be wary of verbal or visual testimonials such as “before” and “after” pictures from “satisfied” customers. Their experiences are not typical, which is why their testimonials are being used. Just because one person has had success doesn’t mean someone else will get the same results. Many of the “customers” are paid by the companies, and the endorsements, whether they are from consumers, celebrities, or star athletes, don’t mean the equipment is right for you. Another consideration is that, with current technology, pictures can easily be altered. In fact, some before and after pictures are not even of the same person.

ABTRONIC In the early 2000s people evidentially had enough with actually moving their muscles. Why not have a product which does all the work for you? Along came the electronic muscle stimulators. The first batch of these products included the AbTronik, Ab Energizer which trouble with the Federal Trade Commission (FTC) about their claims which included. "Now you can get rock hard abs with no sweat." "Lose 4 inches in 30 days guaranteed." "30 percent more effective than normal exercise." "10 minutes equals 600 sit-ups." Using the "foreign secret" marketing strategy it claims it has already created the incredible bodies you see on the beaches all across Europe. Puzzling how it claims to be FDA (Food & Drug Administration) cleared when it is neither a food nor a drug.

ABTRONIC DEFENDENTS: SICK TO THEIR STOMACHE! AbTronic Case On July 1, 2003, the U.S. District Court for the District of Nevada granted the FTC’s motion for partial summary judgment against five of the seven defendants in the FTC’s action against the marketers of the AbTronic, the electrical muscle stimulation device that the defendants claimed would cause users to lose inches and obtain “washboard” abdominal muscles. (FTC v. Hudson Berkley Corp., et al. (CV-S PMP-RJJ) (D. Nev.)). The order permanently enjoins the defendants – Matthias Granic; Bernd Ebert; Hudson Berkley Corporation, based in Las Vegas, Nevada, also doing business as Hudson Berkley, Inc.; Bismarck Labs Corporation, based in Palm Springs, California, also doing business as BLC Bismarck Labs Corporation; and TMI Tricom Marketing, Inc., a Delaware corporation – from claiming: 1) that the AbTronic causes the loss of inches, fat, or cellulite; 2) that the AbTronic causes muscle growth or promotes well-defined abdominal muscles; 3) that use of the AbTronic is equivalent to or superior to abdominal or thigh exercises; 4) that a University of Maryland study cited in the AbTronic infomercial proves that the AbTronic increases abdominal strength better than exercise alone; and 5) that the AbTronic is safe for use over the chest area. The order also prohibits these claims for devices that are substantially similar to the AbTronic. The order holds the defendants jointly and severally liable for $83 million, requires them to repatriate and turn over to the FTC all assets held abroad, and requires all third parties holding funds for defendants to turn those assets over to the FTC. The order also imposes compliance reporting and recordkeeping requirements on defendants for a period of 10 years.

VELFORM SAUNA BELT What really puts the Velform sauna belt in the hall of shame for fitness gimmicks is its true worthlessness. All of the previous 4 of the worst fitness gimmicks of all time at least involved a muscle contraction. The sauna belt offers a heated rubber belt which makes your stomach sweat. That is it. There is really not much more to say about the Velform sauna belt. That is of course unless you were unfortunate enough to spend $50 on one.

Final total cost: The advertised cost of a product usually does not include shipping and handling fees, sales tax, and delivery and set-up fees. Determine the final cost of the purchase by calculating the terms of purchase (e.g., “Three easy payments of...” or “Pay only $49.95 a month.”). Inquire about all the monetary details before ordering a product. Guarantees and warranties: Get details on warranties, guarantees, and return policies before making a purchase. Some guarantees (e.g., “30-day money-back guarantee”) may not sound as good as you were led to believe if you have to pay shipping on a large, bulky piece of equipment you want to return.

AB LOUNGE

6 SECOND ABS

BUYING THE RIGHT EQUIPMENT Aerobic Equipment (Cardiorespiratory and Muscular Endurance) Strength Training Equipment (Muscular Strength and Endurance) Miscellaneous Fitness Equipment (Training, Core and Flexibility)  Treadmills  Stationary bicycles  Ski machines  Steppers/climbers  Elliptical trainers  Rowing machines  Aerobic riders  Free weights  Multi-station machines  Bands and tubing  Heart-rate monitors  Pedometers  Stability balls  Specialized equipment (e.g., medicine balls, agility ladders, balance boards) Any piece of quality exercise equipment is a good choice if it is used regularly. The consumer is the only one who can truly determine the value of the purchase, based on the results achieved.

NUTRITION: MISLEADING ADS