truth in advertising
Posted by Shirley Brady on May 16, 2012 01:14 PM
The Federal Trade Commission announced today that Skechers has agreed to pay $40 million to settle false advertising charges that, as to USA Today puts it, "mislead consumers with claims that its toning sneakers would do everything from help them lose weight to make their 'bottom half their better half' without ever going to a gym."
The settlement, which will be used to provide refunds to buyers of Shape-ups and other Skechers toning sneakers, is believed to be the FTC's largest ever involving consumer refunds, David Vladeck, director of the FTC's Bureau of Consumer Protection, told USA Today.
“Skechers’ unfounded claims went beyond stronger and more toned muscles. The company even made claims about weight loss and cardiovascular health,” stated Vladeck in a press release. “The FTC’s message, for Skechers and other national advertisers, is to shape up your substantiation or tone down your claims.”
The announcement follows Reebok's $25 million settlement in September following similar FTC charges regarding its toning shoe marketing claims. Skecher's settlement was larger than Reebok's, Vladeck told USA Today, because it has a bigger slice of U.S. market share for toning sneakers. Skechers' toning shoes were promoted with celebrity endorsements by Brooke Burke, Joe Montana and Kim Kardashian (in a 2011 Super Bowl commercial).Continue reading...