Ab Transform Ab Belt claims found to be misleading

Ab Transform Ab Belt ad problems.
Ab Transform Ab Belt ad problems.

Milex, the seller of the Ab Transform Ab Belt, claims in its ads that you can easily go from "tubby to toned" just by strapping on its $100 As Seen on TV gizmo. But an industry group that reviews ad claims says the belt may not exactly deliver on those six-pack abs.

Featuring a series of before and after images, the commercial claims: "Now you can transform your abs from tubby to toned, from saggy to sexy, from flabby to flat, quickly and easily."

After reviewing the infomercial, however, the Electronic Retailing Self-Regulation Program (under the auspices of the Council of Better Business Bureaus and the National Advertising Review Council) asked the company to discontinue certain claims, including one that the belt is "FDA cleared."