The Wide Angle Volume 2, Issue 4 June/July 1997

Jenny Must Tell All

By Kimberly Moore

Is there truth in advertising? Apparently the Federal Trade Commission thinks there should be. The FTC filed suit against industry giants Jenny Craig and Weight Watchers, claiming deceptive advertising. In reaching a settlement, Jenny Craig must warn consumers that most weight loss is temporary and must also back their claims with scientific evidence. In addition, testimonials must reflect typical results or state otherwise and they must also inform consumers of all the mandatory fees involved in the program.

The settlement with Jenny Craig does not constitute an admission of wrongdoing or violation of the law. No fines were levied.

In the suit, the government maintained that Jenny Craig's advertising gave consumers unrealistic weight loss goals. The FTC challenged the company's claims of the amount of weight a customer could lose and the ability to keep the weight off for any length of time. It also had concerns that the company did not inform clients of the potential health risks of dieting. Company officials released a response that said, "Jenny Craig does not foresee any significant changes in its current advertising as a result of this announcement." A company spokes-man declined to elaborate on the statement.

The government said the settlement requires scientific evidence for company claims and spells out standards for that evidence. For example, long term weight loss maintenance must be based on customers monitored for at least two years. The FTC said only about 5% of the 50 million Americans who go on diets annually keep off the weight they lose. It also estimates that there are 8 million dieters enrolled in structured weight loss programs. The company must now clearly and prominently disclose that advertised results are not typical and that an individual's weight loss may be less successful.

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