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

Two people who need to get into shape
Two people who need to get into shape

The 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.