The Idea Worldwide, supplement sales are expected to reach US$193 billion, with the fastest growth in Asian Pacific countries. According to the United States Federal Trade Commission (FTC), Americans spend billions of dollars per year on supplements, food and devices with a goal to improve their health and fitness. Unfortunately, many of these products do not work like their advertised claims. Many do not help people lose weight, fight disease, or improve their mental skills. Furthermore, food advertisers have begun making unproven claims in the past few years. We are seeing claims such as eating specific foods can improve health, reduce the risk of serious illnesses such as cancers, heart disease, erectile dysfunction, low energy, etc. The Federal Trade Commission, in conjunction with the Food and Drug Administration, and other government experts fight false advertising. How Do Advertisers Pull You In? Here are some of the most common methods advertisers use to suck you in (from the FTC article, It's All About the Technique):
,How to Seek Truth in Advertisements When you see a health and fitness advertisement, you want to make sure they are telling the truth. There are two steps in uncovering false ads: Seek to understand and Identify the motives. Seek to Understand The FTC requires health and fitness claims be supported by research.
I know this seems like too much work, but your health is worth the extra effort. Identify the Motives It’s no secret that an advertisement's motive is mainly to persuade you to buy their product or service. That’s fine. Another motive in advertisements is the decision to be honest or deceive while selling you something. Both selling and intentions are active processes that can be identified using the following advice from the FTC. The FTC provides tips on how to deconstruct ads. When you see an advertisement, ask yourself:
The FTC tips article addresses each of these in greater detail (short reads). This FTC article is an example of being critical of advertisements using soccer (football to the rest of the world) and sport drinks. In short, success in soccer (football) is based on handwork, good coaching, and genetics, NOT a sport drink because it is pushed by a famous athlete. FTC Articles on Specific False Claims Issues About The Author
Dr. Gerald Martin
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AuthorGerald Martin is a doctor of Exercise and Sport Science, and Certified Health Coach via the American Council on Exercise. Archives
July 2019
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