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October 20, 2009 Ads must now tell the truthPosted: 08:39 AM ET
Clark Behind The Headlines There are new requirements coming for celebrities, radio and TV talk show hosts and bloggers.  Now, if you’re a blogger, you have to disclose that you’re getting paid to review or endorse something. If you are a celebrity pitch person, you’re going to have to stand behind the product that you’re doing an endorsement for - meaning you’re going to have to have good knowledge that the claims you are making are true. Well, what if I’m not a famous person? I’m doing one of those ads where I’m saying, “Look at me. I used to wear size 48-inch waist pants and now I’m a size 32-inch waist. And I lost all this weight without exercising, eating as I wish, and I lost it all in 10 weeks!” Then they show the before and after pictures. Well now, under brand new guidelines, they’re going to have to tell you the truth in those diet ads. I can’t wait to see how they do that, because now they’re going to have to tell you something like, “the typical person loses one pound on this thing in six months.” No more are they going to be able to parade out the most unusual success story that they’ve had with their diet program. You’ll see the ads change for the diet guidelines before Christmas. You watch them and you think, “Wow, could that really be? Could I really eat this miracle diet or take this miracle pill?” Now, they’re not only going to have to say, “results not typical,” they’re going to have to give the typical result. I also can’t wait for them to weigh in on exercise equipment. It’s weird when you see those ads for the exercise equipment. At first, the guys look like the only thing they’ve ever done is work out in a gym, and the women are not anatomically correct Barbies. They work out on this miracle piece of exercise equipment that “in four minutes a day, I became like this”. How fun is that! What’s the real answer? The real answer is really simple. Reduce the number of calories you consume and exercise every day. If you do that.. wow! There’s a true miracle that happens. You get thinner and you get in better shape. Filed under: Clark Howard • Living |
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