... Gastricbypass,liposuction,tummytuck,jawwiring,gastricballoon.Page11bytheirpeers.Manythinkthattheyhavetobethintobeattractive and popular.Notonlythat,butteensareconstantlygettingpummeledwithmessagestobethinfromthemedia.Karen,fifteen,saysthatteenmagazinesare a bigthingwithher and herfriends."Therearealwaysarticlesonhowtobecomethinner and sexier and howtobeattractivetoboys,"shesays."Everyissuehassomething—thelatestmakeup,thecoolestclothing,thehottestshoes, and lotsofotherstuff.It'slikeyoukeepgettingthemessagethattoget a boyfriend,toget a boytoevennoticeyou,youneedtosmellgood,dressright,lookright, and bethinlike a model.SometimesI'veevensentaway for thediet and weightlossproductsthatareinthemagazines.Therearelotsofthem,likeinthebackpages,inthemailordersection.Imean,Iwanttohave a boyfriend— and Iknowthebestwaytoattractsomeoneistohave a finebody.Likethin,firm, and with a smallwaist."Sometimesparentspressuretheirkidsabouthowtheyshouldlook.As a child,Jolenewasshort and solidlybuilt.Shewasn'theavy.Butherdadthoughtshewas.Joleneremembered:"Mydadusedtocallmefat.Allthetime.Like a joke.Idon'tthinkhemeantittohurtme,butitsuredid.Imean,Ibarelysawhimbecauseheworkedsomuch.NomatterwhatIdidtoattracthisattention,Icouldn'tseemtogethimtonoticeme. And itwasn'tlikeIwasPage12justsittingaround,vegetating—wasveryactiveas a teenager, and Iusedtoplaysoccer,kickball, and softballwiththekidsintheneighborhoodafterschool and ontheweekends. And IthoughtIwasokaylooking.ButDadwantedmetolook...different.Hewantedmetobe beautiful, like a model, and thin.Ithinkhesawmeas a kindofreflectionofhimself—themoreperfectIwas,themoreperfecthewas. And Iguessjustgottiredofit.Igottiredofhisjokes and thewayhejustkindofignoredme, and soonetimeIprettymuchstoppedeating.Period.Idranklotsoffruitjuice. And Iwent for threedayslikethat,starvingmyself,beforeIgaveuponmycrazydietplan.Dad,ofcourse,nevernoticedanydifference."Asifpeerpressure and parentalpressureweren'tenough,themediahammersthethinmessagehome.Itbombardsuswithallkindsofmessages,playinguptheimagethatthinpeoplearehealthier and moresuccessful,popular, and attractive.Goodthingsinlifearepicturedashappeningonlytothinpeople.Incontrast,overweightpeopleareseenaslazyorlackingselfcontrol.Teenssee and hearthesecommonmessagesconstantlyinmagazines,newspapers,advertisements,movies, and televisionsitcoms.Thefashion and cosmeticsindustriescontributetothebombardmentofthinimagesinthemedia.Advertisingcampaigns for fashion and beautyproductsoftentargetteens and preteens.Theseindustriesknowthatthesetwogroupsspend a lotoftheirparents' (and theirown)moneyonfashion,Page13beauty,entertainment, and leisureproducts.Manyfashion and bodyproductspromotebodyinsecurity.Thinkofalltheadsyou'veseenthataskteenviewers:"Doyouhavepimples?""Is your hairlimp and doesitneedbody?""Areyouoverweight?''"Doyouhavebodyodor?''Ifyoucananswer"yes"toanyofthesequestions,thenyoucanbesurethattherearelotsofproductsoutthereonthemarkettohelpyoutakecareof your "problem"! A constantstreamofadvertisingdeliversthesamemessageover and overagain:"Thinisin."Hearing and seeingthesamemessagerepeatedly,manypeoplestarttobelieveit.Overtimethinmessagescandistortthewaymostpeopleviewthemselves and others.Theissueofgoodhealthcreatesanotherpressuretobethin.Someresearcherssaythatbeingoverweightcancauseprematuredeath.InAmericaobesityrelateddisordersclaimabout300,000liveseachyear.Thisresultsin a whopping$100billioninmedicalcosts!Whenteensbuyintoanunrealisticweightorbodyimage,thenlosingweightbecomesanimportant,ongoingquest.Manyturntotheweightlossindustry for fastfixes.Thereareplentyofmethodstochoosefrom, and mostpromisefast,easyweightlossresults.Butthepromisesseldommeasureuptothedesiredresult.LowSuccessRatesNomatterwhatweightlossmethodisused,mostpeoplemanagetotakeoffsomeweight.Butfewkeepallofitoff for long.Onereason for thelowPage14successrateisthatmanypeoplelook for quick and easysolutionstoweightloss.Theyfindithardtobelievethatinthisageofscientificadvances and medicalmiracles,aneffortlessweightlossmethoddoesn'texist.Whenoneproductorservicedoesn'tkeepweightoff,peoplerushtobuyanotherequallyuselessweightlossitemorservice.Whatmanypeopledon'tknowisthattheweightlossindustrylacksqualitycontrol.Thismeansthatalltoooften,noscientificevidencewhatsoeverexiststosupporttheclaimsofthevariousweightlossprograms and products.Sotherealwinnersintheweightlossbusinessarethemakers and sellersofquestionableweightlossprograms and products.Theypocketlargeprofitsbecausepeoplecontinuetobelievethatthere'saneasywaytomeltoffthepounds.BogusClaims"Youreallythinkthis'llwork?"Lauraasked,pointingtothecanonthesupermarketshelf."Ofcourseit'llwork,"Shaunsaid,grabbingcanaftercan and loadingthemintohisshoppingcart."It's a dietshake, for cryingoutloud."Laurascratchedherchin."Buthowcanyoubesure?"Shaungaveheran"oh,please"sortoflook, and held a canuptoherface."C'mon,Laura.Lookatthecan.Lookatthead."Heheldup a colorfulflier for hertosee."Theadsaysit's a dietshake. A guaranteedfatburner. And youknow,adshavetobetrueorthemanufacturercouldn'tsaythatstuff."Page15Wrong,wrong,wrong.LikeShaun,manypeoplebelievethatweightlossproducts,gizmos,programs,orplansarescreenedortestedbymedicalprofessionals, and thatonlytheonesthatworkcanbeadvertised and sold.EveryyearAmericanswastehugeamountsofmoneyonbogusweightlossproducts and services.Mostweightlossadvertisingisaimedatpeople'sfearofbeingunattractive.Misleadingads for weightlossproducts and servicescanbefoundinmagazines,newspapers, and mailordercatalogs,ontelevision and radio,orviatelemarketing and theInternet.Theyalsoappearindrugstores,supermarkets, and healthfoodstores.Youmayhaveseenweightlossadstackedtotelephonepollsorslippedunderthewindshieldwipersofcarsin a parkinglot.Someproductsaresoldbydirectmail.Weightlosssellersusesubscriberlistsfrommagazines and othersourcestoputtogethertheirownmailinglists.Manydirectmailadsare for weightreductionschemes.Sometimesthedirectmailads for fakeproductslooklikeauthenticreproductionsofnewspaperarticles.Usually,though,theyhaveneverbeenpublished.Topullinthereader,thereproductionsareaccompaniedby a handwrittennoteinthemarginoron a PostIt. A typicalnotemightread,"DearLinda,Thisreallyworks!Tryit.J."TheLawWhoprotectspeoplefrombogusweightlossproducts and services?Threefederalagencies and variousstate and localagenciescanenforcelawsagainstfakePage16healthproducts and services:theFood and DrugAdministration(FDA),theFederalTradeCommission(FTC), and theU.S.PostalService.Unfortunatelytheweightlossbusinessisjusttoobig for thesethreeagenciestokeeptrackofeverynewweightreductionservice and productthatcomesalong.ConsumersBewareIngeneralthefederalgovernmentdoesn'ttest,check,orcertifymostcompaniesthatmarketweightlossprograms.Oneneedn'tbelicensed,educated,orcertifiedtorun a weightlossbusinessortomake and sellweightlossproducts.Thesuccessof a weightlosscompanydependsmostlyonhowwellitmarkets and sellsitswares.Whethertheprogramorproductsactuallywork and aresafeisseldomquestioned.Consumers,then,areprettymuchontheirownwhentryingweightlossproducts and services. And thatbringsupanotherproblem.Mostpeopledon'tknowwheretogetuseful,objectiveinformation.Theyrarelyhavereliabletoolstohelpthemsortthroughthevastarrayofweightlossoptions.DietingDangersAsthebell for morninghomeroomrang,JoditurnedaroundtotalktoAimee.Rightaway,shenoticedherfriend'spearlearrings."Hey,"Jodisaid,"yougot your earspierced!""Nope,"Aimeesmiled."ThesearespecialPage17FederalAgencyWhattheAgencyHandlesFood and DrugAdministration(FDA)Stopsfalse and misleadinglabelingoffoods,drugs,medicaldevices, and cosmetics.(Labelingincludesboththeinformationon a product'scontainer and promotionalmaterials.)FederalTradeCommission(FTC)Runs a smallmonitoringoperationtocatch and stopmisleadingorfakeads for foods,nonprescriptiondrugs,cosmetics, and services.Has a veryeffectivelaw,butcanhandleonly a smallpercentageofthefakeadsitfinds.U.S.PostalService ... becausewhileIwaswearingthem,thepainwassobadIcouldn'tthinkaboutanythingelse.Iguessthat'llkeepyouawayfromfood!''Atfirstglance,theonlythingAimeelostwassomemoneyonworthlessweightlossearrings.Asidefrombeingcostly,weightlossproductscansometimesproduceunwantedsideeffectsorcanharmthebody.Luckily for Aimee,herearsstoppedhurtingbythenextday.Page19Chronicorongoingdietingcanstopteensfromgrowingtofullheightbyaffectingbonegrowth.Othernegativeeffectsofdietingincludefeelinglike a failure, a dropinselfesteem,moodswings,fatigue,havingtroubleconcentrating,becomingeasilydistracted, and anincreasingchanceofdevelopinganeatingdisorder.WeightRecyclingorYoYoDietingKennard,seventeen,wasthestarforwardonhishighschoolbasketballteam.Butwhenhebrokehislegduringpracticeatthebeginningoftheseason,hebegantogainweight."Ifeltsodown,"Kennardsaid,"whenmydoctortoldmeIwasabsolutelyout for therestoftheseason.Withoutbasketball,Iwasn'tabletogetmuchexercise. And becauseIwasfeelingbad,Iwaseatingeverythinginsight.OnedayIlookedinthemirror and thought:Wow...where'dthatbellycomefrom? And whenIsteppedonthebathroomscale,IrealizedthatIhadputontwentyfivepounds.SoIstarteddieting. And witheachdietItried,I'dgoalongjustfine for twoorthreeweeks.Buteachtime,thesamethinghappened.I'dloselikefivepounds and then,onemorning,I'dwakeupsohungrythatI'deateverythinginsight.Ikeptlosing and gainingthesameweight."Kennardis a weightrecycler,oryoyodieter.Weightrecycling—thecycleoflosing and regaining,losing and regaining—isgenerallytheresultoffollowingoneweightlossplanorprogramafterPage20another.Accordingtomedicalstudies,weightrecyclingincreasesthechanceofmental and physicalhealthproblems.Inaddition,weightrecyclingcanmakeweightmanagementtougher.Repeatedlylosing and gainingweightcanleadto a slowermetabolicrate,whichmeansthatthebodyburnscaloriesmoreslowly.Itcanalsoleadtoeatingdisorders;poorselfesteem;feelingsoffailure and frustration, and anincreasedriskofheartdisease and someformsofcancer.Asthecyclerepeatsitself,dietersneedfewer and fewercaloriestomaintaintheirweight.Thismakesithardertoloseweight.Theendlesscycleoffailuresuccessfailurenegativelyaffects a person'sattitude,too,oftenreinforcingfeelingsoflowselfesteem.Teens and theWeightLossIndustryThemultibilliondollarweightlossindustryhasmanyteencustomers.However,manyteensarenotrealisticabouttheirweight and seethemselvesasoverweight.Teengirlsgenerallyusedietingastheirmainmethodtoslimdown.Teenboystendtoturntoexercise,althoughmorearedietingthesedays. A teen'squesttobethincanleadtotryingfaddiets,weightlossprograms, and weightreductionproducts.Thesemethodsoftenfailtotakeoff and maintainweightloss.Sometimestheyaredangerous.Dietingisparticularlyrisky for teensbecausetheyneedvaried,balanced, and nourishingfood for growth and energy.Page212TheQuesttoLoseWeightStarinaheldup a smalljar."HeyCyndy,checkthisout.""Whatisit?"Cyndyasked,lookingatthejar'slabel."Oh,it's a cream— for weightloss?Thisstuffsaysitsmoothsawayfat."Starinasmiled."That'swhyIboughtit.Youjustrubthecreamonwhereveryouwanttogetridoffat, and thefatdissolves.""Likemagic, your fatdissolves,"Cyndyreadfromthejar'slabel."Hey,Star,Ihopeyouhaven'topenedthatjaryet."Starina'ssmiledisappeared."Ihaven't.Why?"Cyndyshookherhead."Soyoucanreturnit and get your moneyback.Thatstuff'snotgonnawork,Star.Ijustreadin a magazinearticlehowpeoplehavetriedtocomeupwithweightreductioncreams for hundredsofyears.Butthey'veallbeenuseless.There'snomagic—theyjustdon'twork."Page22LosingThroughtheAgesPeoplehavetriedvariousmethodstoloseweight for thousandsofyears.BackinancientRome,womendietedtostayslender. For thosewhocouldaffordit,excessfatwasremovedbysurgery. And, bythesixteenthcentury,peoplecouldbuy"fatdissolving"creams,justlikeStarina.Butitwasn'tuntil1830thatdietplansbegantopopupintheUnitedStates,England, and France.Manyofthesedietplansweredownrightdangerous.Oneyounggirlwassoworriedaboutbecomingfatthatshecameupwithherowndietplan—oneglassofvinegar a day.Shediedtwomonthslaterfromstarvation.Bythemiddleofthe1800s,evenmoreAmericanssoughtweightreductionthroughdieting.Sometimesdoctorstriedtohelpthosewhowantedtoloseweightbyprescribingarsenic and strychnine.Wenowknowthatbothsubstancesaredeadlypoisons.Fromthelate1800son,newspapers and magazinescontainednumerousweightreducingadvertisements."Weighwhatyoushouldweigh!"shoutedoneadin1896."Getridoffat,"promisedanother.Someoftheearlydietaidsweredangerous;theycontainedstronglaxativesorpoisons.Otherssimplydidn'twork.Theywereactuallymadeoflemonade,bakingsoda,orsalts.Butthenumberoffakedietaidscontinuedtoswell.In1914GoodHousekeepingevenpublishedanarticletitled"SwindledGettingSlim."Theauthorswarnedthatphonydietaidsweremisleading and thattheydidnotwork.Yet,upuntiltheturnofthecentury,mostPage23Americansapplaudedplumpness.Peoplefeltproudiftheycouldaffordtoeatasmuchfoodastheywanted.Roundedtummies,cheeks, and armsmeantthatyouwerewealthy and healthy.Plumpwomenwereconsideredmoreattractivethanskinnyones.Artistspainted and sculptedimagesoffullfiguredfemales.Somemedicaldoctorsevenencouragedpeopletogainweight,believingthatthinwomenwereatanincreasedriskofdeveloping''nervousproblems."DietManiaStrikesAfter1900 a thinbodyquicklybecametheAmericanideal,especially for females.Manyfactorsweredrivingthisnewtrend.Women'scollegeswereestablished,offeringgraduatesanarrayofnewcareerchoicessuchassocialwork,journalism,law, and medicine.The idea of a "professional"appearance—onethatwasmorelike a man's—begantoshapewomen'sselfimages.Exercise and athleticsbegantakingholdoftheAmericanimaginationtoo.Bothwomen and menbegantoenjoybicycling,golfing,swimming,yachting,rowing,horsebackriding,tennis, and calisthenics.Tomatchtheirmoreactivelifestyle,womentossedasideolddressstandards—suchaspainfulwhaleboneorsteelcorsets,stiffunderclothing, and elaboratehoopdresses.Theyworesimpler,lessrestrictiveclothingsuchasskirts and blouses.Thesegarmentscouldbebought,readymade,instores and bymailorder.Suchreadymadeclothingintroducedwomentothe idea ofstandardsizes.Women'smagazinesbegantoregularlyrunPage24articles and adsthataskedreaders,"Don'tyouwanttobethin?"In a questtobecomethin,somepeople,especiallywomen,soughtoutvariousdietproducts.Theystartedtospendmoretime and energyonshrinkingtheirbodies.Magazines and newspapersprinted a varietyofweightreducingdiets,includingtheapple and barleydiet,tea and toastdiet,rice and datediet, and thegrapefruitdiet.Fastingalsobecomefashionableas a quickwaytodropweight.Otherpopularweightlossmethodsofthetimewereelectrotherapy,ingestingmineralsalts,wearingrubbergarments, and takingpills and laxatives.Somethoughtthatdrinkingsourmilkwas a surefirewaytoloseweight.Othersbelievedthatthreehotbaths a daywouldmeltofffat.ThinBecomesInDuringthe1920s,whenthefirstlargewaveofdietmaniahadrolledacrossAmerica,manypeopletriedvariousweightlosscapsules and pills.Manyalsobecamesick,becausecapsulessometimescontainedtapewormeggs.Anotherearlysynthetic,ormanmade,prescriptionweightlosspillcontainedthesubstancedinitrophenol.Dinitrophenolstartedgainingpopularityin1918,justaftertheendof World WarI.Newspapers and magazineshypedthedrug'ssafetyinuse for weightloss.Seventeenyearslater,morethan100,000Americanshadtrieddinitrophenol.Thenthehypeturnedtodismay.Newspapers and magazinesbegantorunarticlesaboutpeoplewhobecametemporarilyblindedfromusingdinitrophenol.Somepeopleevendied.By1938PageiUnderstandingWeightLossPrograms A TeenEatingDisorderPrevention Book JudyMonroeTheRosenPublishingGroup,Inc./NewYorkPage25thedrughaddisappearedfromdrugstores.Todaydinitrophenolisstillused,butonlyas a powerfulpoisonousingredientinsomeinsecticides(insectkillers) and herbicides(weedkillers).Theyear1928marksthefirsttimethatdoctorsstartedtoprescribeextremelylowcaloriediets for veryoverweightpeople.OnepopulardietwastheHollywoodEighteenDayDiet.Thedietercouldonlyeat585caloriesorlesseachday and wasrestrictedtograpefruits,oranges,melbatoast,greenvegetables, and hardboiledeggs.Thedietwaspromotedbycitrusgrowers.TheAmericanMedicalAssociation(AMA)approved a banana and skimmilkdiet,developedby a JohnsHopkinsUniversitymedicaldoctor.Thesecrashdietsproveddisastrous for somebecausetheylostweighttoofast.Also,manypeoplewerenevermeanttobethin.SeveralHollywoodstarsactuallydiedfromthesedietsinthe1930s.Doctorspublishedincreasingnumbersofmedicalreportsabouteatingdisorders and dietproblems,includingvomiting,as a method for weightloss.TheFrenzyEscalatesIn 1956 a medicaldoctorwrote a diet book calledTheRevolutionaryRockefellerDiet.Thiswasthefirsttime a physicianhadauthored a diet book. Hislowprotein,highfatdietplansoonbecametrendy.Justthreeyearslater,ninetytwodietbookswereinprint.Bythe1960s,interestinweightlosshadsoaredevenhigher.TheweightlossbusinessfedAmerica'sdietmaniabypublishingmorefaddiets and sellingmoreweightreductiongimmicks. ... Gastricbypass,liposuction,tummytuck,jawwiring,gastricballoon.Page11bytheirpeers.Manythinkthattheyhavetobethintobeattractive and popular.Notonlythat,butteensareconstantlygettingpummeledwithmessagestobethinfromthemedia.Karen,fifteen,saysthatteenmagazinesare a bigthingwithher and herfriends."Therearealwaysarticlesonhowtobecomethinner and sexier and howtobeattractivetoboys,"shesays."Everyissuehassomething—thelatestmakeup,thecoolestclothing,thehottestshoes, and lotsofotherstuff.It'slikeyoukeepgettingthemessagethattoget a boyfriend,toget a boytoevennoticeyou,youneedtosmellgood,dressright,lookright, and bethinlike a model.SometimesI'veevensentaway for thediet and weightlossproductsthatareinthemagazines.Therearelotsofthem,likeinthebackpages,inthemailordersection.Imean,Iwanttohave a boyfriend— and Iknowthebestwaytoattractsomeoneistohave a finebody.Likethin,firm, and with a smallwaist."Sometimesparentspressuretheirkidsabouthowtheyshouldlook.As a child,Jolenewasshort and solidlybuilt.Shewasn'theavy.Butherdadthoughtshewas.Joleneremembered:"Mydadusedtocallmefat.Allthetime.Like a joke.Idon'tthinkhemeantittohurtme,butitsuredid.Imean,Ibarelysawhimbecauseheworkedsomuch.NomatterwhatIdidtoattracthisattention,Icouldn'tseemtogethimtonoticeme. And itwasn'tlikeIwasPage12justsittingaround,vegetating—wasveryactiveas a teenager, and Iusedtoplaysoccer,kickball, and softballwiththekidsintheneighborhoodafterschool and ontheweekends. And IthoughtIwasokaylooking.ButDadwantedmetolook...different.Hewantedmetobe beautiful, like a model, and thin.Ithinkhesawmeas a kindofreflectionofhimself—themoreperfectIwas,themoreperfecthewas. And Iguessjustgottiredofit.Igottiredofhisjokes and thewayhejustkindofignoredme, and soonetimeIprettymuchstoppedeating.Period.Idranklotsoffruitjuice. And Iwent for threedayslikethat,starvingmyself,beforeIgaveuponmycrazydietplan.Dad,ofcourse,nevernoticedanydifference."Asifpeerpressure and parentalpressureweren'tenough,themediahammersthethinmessagehome.Itbombardsuswithallkindsofmessages,playinguptheimagethatthinpeoplearehealthier and moresuccessful,popular, and attractive.Goodthingsinlifearepicturedashappeningonlytothinpeople.Incontrast,overweightpeopleareseenaslazyorlackingselfcontrol.Teenssee and hearthesecommonmessagesconstantlyinmagazines,newspapers,advertisements,movies, and televisionsitcoms.Thefashion and cosmeticsindustriescontributetothebombardmentofthinimagesinthemedia.Advertisingcampaigns for fashion and beautyproductsoftentargetteens and preteens.Theseindustriesknowthatthesetwogroupsspend a lotoftheirparents' (and theirown)moneyonfashion,Page13beauty,entertainment, and leisureproducts.Manyfashion and bodyproductspromotebodyinsecurity.Thinkofalltheadsyou'veseenthataskteenviewers:"Doyouhavepimples?""Is your hairlimp and doesitneedbody?""Areyouoverweight?''"Doyouhavebodyodor?''Ifyoucananswer"yes"toanyofthesequestions,thenyoucanbesurethattherearelotsofproductsoutthereonthemarkettohelpyoutakecareof your "problem"! A constantstreamofadvertisingdeliversthesamemessageover and overagain:"Thinisin."Hearing and seeingthesamemessagerepeatedly,manypeoplestarttobelieveit.Overtimethinmessagescandistortthewaymostpeopleviewthemselves and others.Theissueofgoodhealthcreatesanotherpressuretobethin.Someresearcherssaythatbeingoverweightcancauseprematuredeath.InAmericaobesityrelateddisordersclaimabout300,000liveseachyear.Thisresultsin a whopping$100billioninmedicalcosts!Whenteensbuyintoanunrealisticweightorbodyimage,thenlosingweightbecomesanimportant,ongoingquest.Manyturntotheweightlossindustry for fastfixes.Thereareplentyofmethodstochoosefrom, and mostpromisefast,easyweightlossresults.Butthepromisesseldommeasureuptothedesiredresult.LowSuccessRatesNomatterwhatweightlossmethodisused,mostpeoplemanagetotakeoffsomeweight.Butfewkeepallofitoff for long.Onereason for thelowPage14successrateisthatmanypeoplelook for quick and easysolutionstoweightloss.Theyfindithardtobelievethatinthisageofscientificadvances and medicalmiracles,aneffortlessweightlossmethoddoesn'texist.Whenoneproductorservicedoesn'tkeepweightoff,peoplerushtobuyanotherequallyuselessweightlossitemorservice.Whatmanypeopledon'tknowisthattheweightlossindustrylacksqualitycontrol.Thismeansthatalltoooften,noscientificevidencewhatsoeverexiststosupporttheclaimsofthevariousweightlossprograms and products.Sotherealwinnersintheweightlossbusinessarethemakers and sellersofquestionableweightlossprograms and products.Theypocketlargeprofitsbecausepeoplecontinuetobelievethatthere'saneasywaytomeltoffthepounds.BogusClaims"Youreallythinkthis'llwork?"Lauraasked,pointingtothecanonthesupermarketshelf."Ofcourseit'llwork,"Shaunsaid,grabbingcanaftercan and loadingthemintohisshoppingcart."It's a dietshake, for cryingoutloud."Laurascratchedherchin."Buthowcanyoubesure?"Shaungaveheran"oh,please"sortoflook, and held a canuptoherface."C'mon,Laura.Lookatthecan.Lookatthead."Heheldup a colorfulflier for hertosee."Theadsaysit's a dietshake. A guaranteedfatburner. And youknow,adshavetobetrueorthemanufacturercouldn'tsaythatstuff."Page15Wrong,wrong,wrong.LikeShaun,manypeoplebelievethatweightlossproducts,gizmos,programs,orplansarescreenedortestedbymedicalprofessionals, and thatonlytheonesthatworkcanbeadvertised and sold.EveryyearAmericanswastehugeamountsofmoneyonbogusweightlossproducts and services.Mostweightlossadvertisingisaimedatpeople'sfearofbeingunattractive.Misleadingads for weightlossproducts and servicescanbefoundinmagazines,newspapers, and mailordercatalogs,ontelevision and radio,orviatelemarketing and theInternet.Theyalsoappearindrugstores,supermarkets, and healthfoodstores.Youmayhaveseenweightlossadstackedtotelephonepollsorslippedunderthewindshieldwipersofcarsin a parkinglot.Someproductsaresoldbydirectmail.Weightlosssellersusesubscriberlistsfrommagazines and othersourcestoputtogethertheirownmailinglists.Manydirectmailadsare for weightreductionschemes.Sometimesthedirectmailads for fakeproductslooklikeauthenticreproductionsofnewspaperarticles.Usually,though,theyhaveneverbeenpublished.Topullinthereader,thereproductionsareaccompaniedby a handwrittennoteinthemarginoron a PostIt. A typicalnotemightread,"DearLinda,Thisreallyworks!Tryit.J."TheLawWhoprotectspeoplefrombogusweightlossproducts and services?Threefederalagencies and variousstate and localagenciescanenforcelawsagainstfakePage16healthproducts and services:theFood and DrugAdministration(FDA),theFederalTradeCommission(FTC), and theU.S.PostalService.Unfortunatelytheweightlossbusinessisjusttoobig for thesethreeagenciestokeeptrackofeverynewweightreductionservice and productthatcomesalong.ConsumersBewareIngeneralthefederalgovernmentdoesn'ttest,check,orcertifymostcompaniesthatmarketweightlossprograms.Oneneedn'tbelicensed,educated,orcertifiedtorun a weightlossbusinessortomake and sellweightlossproducts.Thesuccessof a weightlosscompanydependsmostlyonhowwellitmarkets and sellsitswares.Whethertheprogramorproductsactuallywork and aresafeisseldomquestioned.Consumers,then,areprettymuchontheirownwhentryingweightlossproducts and services. And thatbringsupanotherproblem.Mostpeopledon'tknowwheretogetuseful,objectiveinformation.Theyrarelyhavereliabletoolstohelpthemsortthroughthevastarrayofweightlossoptions.DietingDangersAsthebell for morninghomeroomrang,JoditurnedaroundtotalktoAimee.Rightaway,shenoticedherfriend'spearlearrings."Hey,"Jodisaid,"yougot your earspierced!""Nope,"Aimeesmiled."ThesearespecialPage17FederalAgencyWhattheAgencyHandlesFood and DrugAdministration(FDA)Stopsfalse and misleadinglabelingoffoods,drugs,medicaldevices, and cosmetics.(Labelingincludesboththeinformationon a product'scontainer and promotionalmaterials.)FederalTradeCommission(FTC)Runs a smallmonitoringoperationtocatch and stopmisleadingorfakeads for foods,nonprescriptiondrugs,cosmetics, and services.Has a veryeffectivelaw,butcanhandleonly a smallpercentageofthefakeadsitfinds.U.S.PostalService...