Weight Loss Cure book

October 2007 - The Federal Trade Commission charged the marketers of Kevin Trudeau’s book, “The Weight Loss Cure ‘They’ Don’t Want You to Know About,” with misrepresenting the book’s contents in their infomercial. The infomercial claims that the weight-loss recommended plan in the book is easy to do, can be done at home, and ultimately allows readers to eat whatever they want. However, when consumers purchase the book, the FTC charges, they find it describes a difficult plan that requires specialized cleanses and supplements, severe food restrictions, and daily injections of a prescription drug that consumers cannot easily obtain, and lifelong dietary restrictions. The FTC has already filed similar charges against Trudeau.

The Commission filed the complaint against Direct Marketing Concepts, Inc., ITV Direct, Inc., and the two individuals who jointly control the two corporations, Donald Barrett and Robert Maihos. The FTC alleged that the marketers deceptively claimed that the book establishes a weight-loss protocol that is “easy” to follow and that once the protocol ends, consumers can eat what they want without regaining weight. In 2004, the Commission sued the same four defendants, alleging that they made deceptive advertising claims for two dietary supplements and billed consumers’ credit cards without authorization. The Commission files a complaint when it has “reason to believe” that the law has been or is being violated, and it appears to the Commission that a proceeding is in the public interest. The complaint is not a finding or ruling that the defendants have actually violated the law. The case will be decided by the court.

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