This article describes how Reebok must, by the Federal Trade Commission, reimburse its consumers $25-million U.S. for providing “deceptive advertising” about their EasyTone shoes, which claim to be able to “tone the gluteus maximus up to 28% more, and calf muscles up to 11% more, than regular sneakers”. Television ads for the product feature “a twirling parade of women’s finely toned rear-ends and lower extremities” concluding with the “unscientific claim: ‘Better legs and a better butt with every step’”.

While reading this article, I was reminded of the power of advertising on an ill-informed public. David Vladeck, director of the FTC’s Bureau of Consumer Protection, reminded consumers “there is no such thing as a no-work, no-sweat way to a fit or healthy body”. With endless amounts of claimed effortless body enhancing and dieting products, it is becoming increasingly important for consumers to be educated on certain products. Corporate responsibility is an issue here, and it worries me to think of how easy it is for adults—and more alarmingly, children and adolescents—buy into false advertisements. Although there exist products more misleadingly dangerous than EasyTone sneakers, Reebok has crossed the line of acceptable advertising. Ethics are more important than profit.

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TV ad promoting Reebok's EasyTone shoes

References

1. Houpt, Simon. “FTC Rebukes Reebok Marketing in Settlement – The Globe and Mail.” Home – The Globe and Mail. The Globe and Mail, 28 Sept. 2011. Web. 9 Oct. 2011. <http://www.theglobeandmail.com/report-on-business/industry-news/marketing/persuasion/ftc-rebukes-reebok-marketing-in-settlement/article2183522/>.