Are You Falling for False Advertising?
How many of you are walking around in those hideous shoes that are supposedly designed to tone your butt and tighten your thighs? Have you bought clothes that are supposed to melt your belly fat away? What about beauty products that promise to transform your face in just a week? The truth is, when it comes to our appearances, many people are being lured into buying products—both to wear and to apply—that claim to deliver instant beauty, weight loss, and magical transformations. These claims are often baseless. As a consumer, you must be cautious and avoid falling for false advertising when it comes to fashion and beauty products.
The Reality Behind These “Miracles”
What you might not know is that, according to the Federal Trade Commission, several companies marketing weight-loss and toning shoes have been found guilty of false advertising and must now pay the price. Yes, a crime. Interestingly, the companies behind the lawsuits—Skechers and Reebok, to name a few—settled a $40 million lawsuit rather than appear in court to fight the charges. This alone says a lot about the marketing tactics these companies use to convince consumers to buy their products. Skechers will reportedly be paying back consumers between $25 and $40 to those who purchased their toning shoes under false pretenses.
Incidentally, the manufacturers of these shoes advertised that their product would provide fitness results without offering any proof. Outside testing revealed that the shoes from Skechers and other companies did not improve the muscles in the calves, thighs, and buttocks, nor did they burn more calories than regular shoes. Similarly, L’Oréal was sued after it was discovered that actress Kate Moss was wearing fake eyelashes while promoting a lash-lengthening mascara. L’Oréal marketed the product claiming it would improve lash length by as much as 60%. Yet, it’s just mascara—with absolutely no hair growth-enhancing chemicals.
And how legitimate is it for Oil of Olay to sell their products while posting magazine pictures of models using so-called products that have been completely photoshopped by professionals? Certainly, there is some consumer responsibility here. If you are overweight or want to enhance your appearance in any way, it’s important to recognize that advertisers are pushing their products in the best light possible. The results you get will not be the same as what you saw on TV or in magazines. This is common sense, people! In fact, it is completely expected in the cosmetic industry for companies to use models in their ads. The truth is, no makeup in the world is going to make you look like Demi Moore.
The Widespread Impact of False Advertising
False advertising is now commonplace for nearly everything that is sold. If you watch infomercials for exercise equipment or programs, see ads for weight-loss herbs and remedies, or even watch those “As Seen on TV” commercials, you are being duped if you think you’ll experience the same results at home. Most of these advertisements flash disclaimers at the bottom of the screen, shifting responsibility back onto the consumer. Even more interesting is that many of these products are marketed with disclaimers admitting that the people in the ads are paid actors.
When it comes to fashion accessories and personal appearance, marketers are capitalizing on the deep desire of most people to improve how they look. Each of us has something about our bodies or appearance that we would love to change. Exploiting this weakness is not a new form of false advertising; it’s something consumers should recognize immediately.
Remember the old saying, “If something seems too good to be true, it probably is.” This is a great rule of thumb to follow as a consumer. It will help ensure you’re not wasting your money on products just because a multimillion-dollar corporation tells you that you need it. Once you buy the product, they don’t really care if it works for you or not because they’ve already got your money. And according to industry experts, even products sold with a money-back guarantee still turn a profit because less than 1% of people will return an item if they didn’t get the promised results.
Be smart with your money! Be a frugal consumer. Do your research before you buy. If you’re tempted by a product based on its advertising, ask yourself how realistic the claims are before you become another revenue notch in a big corporation’s belt.
