Infomercial Marketers to Pay Millions to Settle FTC Charges

The Federal Trade Commission said that the marketers of abdominal exerciser Ab Circle Pro have agreed to pay between $15 million and $25 million to settle for false and deceptive ad claims for their product, the largest settlement for an exercise device claim outside of shoes. (The FTC settled with Skechers in May for $40 million over toning shoe claims.) The FTC cited over 10,000 informecials for the product that aired between 2009 and 2010, and advised cable operators and others who ran the ads to do a better job of screening ads. "We would encourage those entities to be more vigilant in deciding which ads to run or not to run in looking behind these sorts of claims, "said Mary Engle, associate director for advertising practices. The FTC is particularly focused on unsupported health claims, including fitness equipment, diets and supplements, as threats to public health and safety.