Advertisement Claims That the Sauna

Advertisement claims that the sauna pro-deluxe advance heat system will 'sweat' away fat and ease the pain of sore muscles during exercise.

Judge from the federal standard (from the perspective of a reasonable consumer)

A reasonable consumer should know that any water lost as a result of wearing the belt will be water weight. The fact that the product comes with a diet plan suggests that any weight loss will be due to following the low-calorie plan and exercising rather than the sauna belt. The fact that the product is advertised as 'used by models and athletes' suggests that models and athletes use such products to 'sweat' off weight for temporary, aesthetic reasons or to 'make weight' for competitions.

Judge from the state standard (the ignorant, unthinking and credulous consumer)

A credulous customer might assume that any loss of weight equals 'fat loss,' since the belt may cause the appearance of weight loss on the scale -- until the customer drinks a glass of water. A credulous customer might associate sweating and exercise with weight loss, even though it is the calories burned, not the increased sweat that results in a true loss of weight.

Who do you think the audience is?

People desperate to lose weight who want a quick fix rather than to really modify their diet and exercise habits and athletes in weight-dependant competitions like wrestlers and boxers.

What substantiation should the advertiser have to support these claims?

The advertiser should have to show that the product worked in a clinical trial over a long-term period, and individuals with the same diet and exercise habits and similar body composition who used the belt while exercising lost more weight over the long-term than those who did not wear the belt.

Are any of the representations made in the ad puffery?

Almost all of the language used in the ad constitutes 'puffery' but the most florid claims are these:

"The sauna pro-deluxe advance heat systems sweats away unwanted fat, eliminates cellulite, lose weight and ease muscle pain, all while in the comfort of your own home."