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Buyer Beware Weight Loss Product Claims

July 16, 2010Written by Tom Ryan

Those quick-weight-loss diet books and 10-minute workouts have transcended to a whole line of simple weight-loss products.

The latest appears to be a line of calorie-burning underwear for men developed by Japanese apparel retailer, Uniqlo. Called the 'Easy Exe' series, the design of plastic dots and lines that traces the gluteus maximus and lower back is said to encourage better posture, which leads to a more efficient walking, according to Uniqlo's Japanese online shop.

The underwear mimics many of the basic principles of toning shoes, currently a hot trend in footwear. Led by Skechers' Shape Ups, Reebok's EasyTone, and FitFlops, the rocker-soled shoes cause instability while you're walking, challenging certain muscle groups to work harder. Promised benefits include improved posture, weight loss and firmer leg muscles and buttocks.

"Get in Shape Without Setting Foot in a Gym," Skechers' marketing states and those claims are backed by scientific studies and praise from satisfied consumers.

But skeptics have long questioned the ability of toning shoes to help tone bodies without breaking a sweat. Nike, one of the few footwear makers not to jump on the craze, has publicly ridiculed the product.

Speaking to Tulsa World, Dr. Brad Beasley, a Tulsa podiatrist and president of the Oklahoma Podiatric Medical Association, noted that the shoes are risky for those with bad balance, while likewise doubting their benefit.

"There's no independent research that clearly shows that it has that big of an impact on fitness," said Dr. Beasley. "We all want that quick convenient fix, but it's definitely not a substitute for good eating and exercise."

While department stores, shoe retailers and sporting goods chains have jumped on the trend, many running specialty stores aren't carrying toning product because of this skepticism.

Nintendo's Wii Fit, a breakout product for the last several Christmas seasons, has also faced its cynics. A study from the American Council on Exercise (ACE) released late last year found that the real activity (actual running or boxing) burned many more calories than the game version. Only 14 of the 46 activities reached a level of moderate exercise equal to that of walking.

"I guess anything is better than nothing, but we were a little bit underwhelmed with the exercise intensity of some of the exercises,' John Porcari, a University of Wisconsin professor who oversaw the study, stated in the November/December issue of Fitness Matters, a newsletter published by the American Council on Exercise. "The Wii Fit is a very, very mild workout.'

A separate study earlier this year by the U.K.'s watchdog group, Which?, found that household chores like vacuuming or cleaning the bathroom cut more calories than playing most games on the Wii Fit.

Discussion Questions: Should retailers have any qualms about selling weight-loss products if their claims are suspect?

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