The government is urging television, newspapers and magazines to stop carrying deceptive advertising with promises like "eat all you want and lose weight" or "lose weight while you sleep." "Reputable media should be embarrassed by some of the ads that run," Howard Beales, director of the Federal Trade Commission's consumer protection bureau, said Wednesday. "The claims are so ridiculous." Beales said he believes that publishers and cable TV executives want to cooperate, but if they don't, regulators could consider legal action. The FTC has brought 97 lawsuits since 1990 against companies it accused of marketing phony weight-loss products, winning million in restitution to consumers and other financial remedies. FTC Chairman Timothy J. Muris has been meeting with media industry leaders to encourage self-regulation, saying that law enforcement can't keep up with the growing number of phony weight-loss schemes - many run by people outside the United States or hiding behind aliases or middlemen. The FTC plans to come up with a short list of weight-loss claims that clearly don't stand up to scientific scrutiny, in hopes that media executives will ban ads that make those promises. Muris praised the major broadcast TV networks for strong screening practices, but acknowledged that most media outlets can't meet that standard. "We are talking about screening out the most egregious examples - weight-loss earrings or shoe insoles, pills that tell consumers they can eat whatever they want and still lose weight, and products that make physically implausible promises like 'lose 30 pounds in 30 days,'" the chairman told media representatives at a meeting Tuesday. (Agencies) | 美國(guó)政府日前開始致力于消除虛假的減肥廣告，督促電視、報(bào)紙和雜志停止刊登諸如"想吃就吃，照減不誤"、"在睡眠中減肥"等誤導(dǎo)性廣告標(biāo)語(yǔ)。 美國(guó)聯(lián)邦貿(mào)易委員會(huì)消費(fèi)者保護(hù)局局長(zhǎng)霍華德·比爾斯11月19日說："著名的新聞媒體應(yīng)該為他們目前播放的一些廣告感到羞愧。某些廣告標(biāo)語(yǔ)聽起來(lái)實(shí)在是荒謬！" 比爾斯認(rèn)為發(fā)行商和有線電視主管會(huì)支持這一行動(dòng)并積極配合的。但如果他們不配合，當(dāng)局將有可能考慮采取法律行動(dòng)。  1990年以來(lái)，美國(guó)聯(lián)邦貿(mào)易委員會(huì)已經(jīng)將97家涉嫌虛假減肥廣告的公司送上了法庭。共獲得賠償金5千萬(wàn)美元，用于賠償消費(fèi)者損失以及其他經(jīng)濟(jì)補(bǔ)償。近來(lái)委員會(huì)主席繆里斯正頻頻與媒體巨頭會(huì)面，希望他們能做到行業(yè)內(nèi)的自我規(guī)范?？娎锼拐J(rèn)為市場(chǎng)上虛假的減肥廣告數(shù)量有增無(wú)減，相比之下，法律法規(guī)的貫徹不足以與之抗衡。因?yàn)橛性S多廣告是美國(guó)境外人士推出的，有些則采用匿名或中間人的方式發(fā)行。
委員會(huì)還計(jì)劃把明顯沒有科學(xué)依據(jù)的減肥廣告語(yǔ)簡(jiǎn)要摘錄，希望媒體機(jī)構(gòu)禁播有這些虛假承諾的廣告。 繆里斯表?yè)P(yáng)了主要的廣播電視網(wǎng)對(duì)廣告播放嚴(yán)格把關(guān)。但他也承認(rèn)，大部分電臺(tái)電視臺(tái)的分部都達(dá)不到這樣的標(biāo)準(zhǔn)。 他在18日的會(huì)議上向媒體代表說："我們所談?wù)摰氖翘蕹恍┳罨闹嚨膹V告，比如減肥耳環(huán)，減肥鞋墊，減肥藥，在廣告中宣稱顧客可以想吃就吃，照樣減肥，還有減肥產(chǎn)品號(hào)稱"30天減掉30磅"，按照自然法則這是絕不可能實(shí)現(xiàn)的。 （中國(guó)日?qǐng)?bào)網(wǎng)站譯） |
Updated: 2002-11-22 01:00
