Seems like there is a new Diet supplement, diet pill, diet program and/or quick weight-loss diet introduced weekly - if not daily. Our country is generally overweight, and we are attempting to find that magic bullet.

In our attempt to find a quick-fix, we fall prey to charlatans out there who make great claims regarding rapid weight loss , and, generally, as a diet hungry public we give many of them a try - when generally we should be going by that old adage of "buyer beware."

The Federal Trade Commission found that many diet and weight-loss ads need some toning up themselves.

The review of 300 ads that ran during 2001 found that many made claims promising more that the product or service could likely deliver. The ads often boasted "miraculous" results - quick, easy and effective weight loss - while ignoring and often contradicting the basic tenets of sucessful weight loss and weight maintenance - calorie reduction and exercise. Many ads lacked scientific evidence to support their performance claims, instead using misleading consumer testimonials and expert endorsements and other deceptive techniques to bolster the credibility of their products.

And the report found, the use of exaggerated weight-loss claims is on the rise.

The report confirmed that consumers really need to read these ads with a big dollop of skepticism. "False and misleading claims in weight-loss ads are widespread", stated the FTC.

The report show that the media, advertisers and even consumers need to assess the role each plays in ensuring the accuracy of weight-loss or diet ads. Deceptive ads do nothing to address an individual's weight problems. If anything, they compound an already serious national health crisis by steering consumers away from weight-loss and diet methods that have demonstrated benefits.

Quick Fixes and Other Claims

The FTC reported on a review of 300 ads from TV, radio, magazines, newspapers, direct mail solicitations, commercial email and internet websites, as well as a comparison of weight-loss/diet ads from eight national magazines. The FTC with help from the Partnership for Healthy Weight Management collected and reviewed the ads.

Among the 300 ads studied, the researchers found that 55 percent made at least one false or unsubstantiated claim.

Did you fall victim of one these ads? Share your experience or review of any diet product or weight-loss plan you have used.

We will follow-up in coming days with the types of false claims that were reported from these diet ads.