Lose Weight Effortlessly with “FatFoe”

This has been around for a while, but it’s popped up again this week due to the all the news coverage about diet products. The website looks just like a million others that advertise diet products. It’s for a fat-burning product called FatFoe Eggplant Extract, and it promises that you can “kiss your dieting days goodbye,” “feast on your favorite foods,” and “lose up to two pounds a day.”

But it’s really a clever marketing campaign from the U.S. Federal Trade Commission and the Competition Bureau of Canada to educate consumers about weight loss rip-offs. But no matter where you click on the site, you get this pop-up warning:

Wouldn’t it be nice…
Yes. But it’s too bad that ads like this are almost always false. FatFoe is not a real weight loss product. The ad to which you responded is a fake, posted by the Federal Trade Commission and the Competition Bureau of Canada to warn consumers about diet rip-offs. Roll-over the underlined text below or the list of claims on the right to learn more about how to tell the difference between a rip-off and the real thing!

Great to see government agencies taking a clever and innovative approach to fighting scams and less-than-truthful advertising claims. Too bad they have to keep doing so, but it seems we consumers keep falling for these kind of wild claims!

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About Katherine Hutt

Katherine R. Hutt, Director of Communications and Media Relations with the Council of Better Business Bureaus, is an award-winning communicator who has been helping nonprofit organizations tell their stories for the past 25 years. She was a CBBB consultant on numerous projects for more than a decade before joining the staff in 2011.