Consumers, beware advertisements.
Not too long ago, Skechers rolled out their “Tone-ups,” advertised as a great new shoe to help people “lose weight, and strengthen and tone their buttocks, legs and abdominal muscles.”
If you failed to see these changes in your body after purchasing these shoes, however, you were not alone. The Federal Trade Commission charged Skechers with false advertisement for a wide array of claims made through various advertising campaigns.
Some of the claims included, “Get in Shape without Setting Foot in a Gym,” and, “Shape Up While You Walk.” In a Super Bowl ad, Kim Kardashian is seen dumping her personal training for a pair of Tone-ups.
Campaigns like this, along with others, are a part of the FTC’s crack down on overhyped advertisements that mislead consumers.
“Skechers’ unfounded claims went beyond stronger and more toned muscles. The company even made claims about weight loss and cardiovascular health,” the Director of the FTC’s Bureau of Consumer Protection commented. “The FTC’s message, for Skechers and other national advertisers, is to shape up your substantiation or tone down your claims.”
Skechers will pay $40 million to settle the charge. Purchasers of the shoe can submit a claim to receive a refund.
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