Chapter 29/My advice about health advertising

Most consumers believe that newspapers, TV, and radio screen their health advertising for misleading claims. Wrong!

Many ads in Wisconsin are filled with health claims that are not true.

My advice to broadcasters: Misleading ads harm consumers and damage your credibility and the credibility of your legitimate advertisers.

"Despite claims to the contrary," says Michele Bacchuber, M.D. of the Wisconsin Medical Society, "no product on the market can guarantee sexual prowess, breast enhancement, erase wrinkles, or cure arthritis and cancer. Most products for hair restoration don't work. And there are no magic bullets or effortless ways to burn off fat. Claims for diet products or programs that promise weight loss without lifestyle change or effort are bogus and can even be dangerous.

"And yet unknowing consumers fall prey every day to unscrupulous marketers who exploit their fears and boost their hopes, all in the name of a fast buck. In addition to wasting their money, these consumers may be wasting valuable time before they seek proper treatment and may be exposing themselves to dangerous products. It is always wise to discuss these products with your doctor or other health care professional before using them."

It's important to approach ads that tout treatments or cures for serious conditions or diseases with particular caution. Ask to see an advertiser's support for extravagant claims. By law, advertisers must have solid evidence for health claims before they run an ad.

What the media and consumers should watch out for:

• Ads for products that promise to melt fat, treat baldness, relieve stress, cure impotence, improve eyesight, slow the aging process or offer other easy answers to difficult problems
• "No diet! No Exercise. Eat as much as you like. Eat your favorite food. New scientific/medical breakthrough"
• Testimonials from "famous" medical experts
• Case histories from "cured" customers claiming amazing results. Such testimonials also imply their experience is typical for consumers using the product or service. When you see testimonials, ask for proof.
• Dramatic before-and-after photos
• A laundry list of diseases or conditions the product cures or treats
• A claim that the product is available from only one source or for only a limited time
• Ads that tout the latest trendy ingredient in the headlines
• Ads that make extravagant claims for doctors or minimize the risk of medical procedures
• Ads that claim to prove long-term relief from chronic illnesses such as arthritis

Until newspapers and radio and TV stations start to scrutinize their health ads, consumers are at risk for rip-offs and injury and must protect themselves.