• by Paul Gough , February 12, 2003

The Federal Trade Commission expects media companies’ help in keeping deceptive weight-loss ads off airwaves and print, FTC Chairman Timothy Muris said Tuesday.

Speaking before advertisers, agencies and TV people at the Cabletelevision Advertising Bureau’s annual conference, Muris said his agency would continue strict efforts to squelch companies that abuse the public’s trust by making false or misleading claims of weight-loss techniques that don’t include dieting or exercise. But the FTC also expects media companies to take part too.

“I’m here to ask for your help,” he said.

At public hearings in the fall, the FTC explained an eight-point checklist of claims that should throw up red flags. A refined list with comments garnered from the public hearings and comment period will be released soon and Muris said the list would be distributed to the media for review. He suggested media companies check potential ads against the list to head off problems.

Muris said he’d heard from upset broadcasters and publishers. But he said the list wasn’t meant to cause a lot of problems but instead to save time and money. He said the list wouldn’t be used to test specific diets or exercise equipment.

“Our goal isn’t to require a network-style clearing process for ads. We’re not asking media outlets to review clinical studies,” Muris said.

He pointed out that some broadcasters and publishers already reject questionable ads.

“They refuse because they know it’s the right thing to do,” he said.