The Federal Trade Commission in January announced “Operation Failed Resolution,” its newest attempt to crack down on false advertising by companies offering weight-loss products. The FTC’s attempt to scare straight the $20 billion industry happens every decade or so, with this one following 2004′s “Operation Big Fat Lie” and 1997′s “Operation Waistline.” The FTC pushes for evidence-based substantiation of diet aids and to get media companies to be more sensitive to fraudulent claims in advertising.
These periodic crackdowns, however, are a bit like the dieting fads they seek to regulate. Regulators begin with zealous best intentions, make progress in short bursts, only after a time to lose interest and we return to the status quo problem.
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