Belly Burner Belt Doesn't Seem to Melt Pounds: Ad Watchdog

Two people who need to get into shapeThe Belly Burner's advertisements tout that you can lose weight just by wearing the neoprene weight-loss belt, but an industry group has asked its marketer to stop making that claim and others.

The Electronic Retailing Self-Regulation Program -- part of the Council of Better Business Bureaus and the National Advertising Review Council -- recommended that 2 Elevens LLC change its advertising claims in direct-response advertising for the Belly Burner weight-loss belt.ERSP took a look at Belly Burner's claims and consumer testimonials in broadcast and online advertising including:
  • "With The Belly Burner you will lose inches around your waist and love handles just by wearing it during your daily activities or exercise."
  • "You have nothing to lose but pounds and inches."
  • "It safely and naturally generates more heat which increases your metabolic rate and speeds up the calorie burning process which means more weight loss!"
  • In a testimonial, a consumer claimed to have "lost 60 pounds and 12 inches in just 10 weeks."
ERSP said it was "not persuaded" that the belt actually did what the ads claimed and recommended 2 Elevens clearly state that the belt should be used along with the included calorie counter, meal plan and DVD.

In response, 2 Elevens said info in the commercials was based on studies and argued its claims said results were based on use of the Belly Burner belt with accompanying other weight-loss aides. The company said it discontinued two testimonials that raised questions as part of updating its advertising campaign.

Last year, ERSP cautioned marketers of the Ab Transform Ab Belt that its advertising was misleading.
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