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back to article Reebok used 'very fit woman' in buttock-related deception

Reebok has to fork over $25m to the US Federal Trade Commission (FTC) for talking out its arse about its butt-toning footwear. The FTC decided that Reebok had falsely claimed its EasyTone walking shoes and flip-flops and its RunTone running shoes could fight the flab on leg and buttock muscles. “The FTC wants national …

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Headmaster

Nice...

...err, I mean that's outrageous. Yes, that's it. Outrageous.

Now, what was that she said about 11 percent harder?

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Pint

I DEMAND to examine the evidence!

Without a "hands-on" investigation...we can not get to the BOTTOM of this outrage.

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WTF?

Seems a bit unfair.

Assuming the things work like MBTs.

I've been wearing a pair (of MBTs) on and off for about 18 months, and they definitely have a positive effect.

Currently I have a 45 minute walk to and from work, and I would estimate that a week of this is about equivalent to an hour's yoga. (Focused on the lower back and backs of legs.) Obviously going for a walk in them is not a sensible alternative to the gym, but when it is otherwise dead time, it is worth the effort.

I don't regret spending the £130 on the pair (and I'm a tight git).

Fortunately I don't have an arse like that girl in the advert, because despite the name I am male.

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Anonymous Coward

You noticed an arse?

Where?

The FTC is wrong here as well. She naturally does not have a lot in that department (before any fitness comes to the equation).

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WTF?

wow what

You actually bought those shoes? Yoga too? Oh ok to each his own.

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You actually bought those shoes? Yoga too?

You need something to even out weight training and high impact aerobic classes.

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Anonymous Coward

MBTs or TCTs?

MBT's have other positive side effects you know.

http://www.urbandictionary.com/define.php?term=tom+cruise+technology

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Pint

@Jess

>You need something to even out weight training and high impact aerobic classes.

I find a kebab usually balances things out after an evening of weight lifting.

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Another Male Jess on el-reg, I'm surprised

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Devil

Shirley any running/walking shoe will get you firmer butt.Of course if you are a real lard arse then a diet does also help,no need to spend a fortune on fancy sports shoes.

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@John

An old adage = you can't out-exercise a shitty diet.

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Coat

IMHO the shoes are irrelevant - it's the running/walking which helps develop the fitness.

For walking in wet weather.

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Anonymous Coward

Yes, but these are supposed to make it quicker...and don't call me shirley....

It's the same as Special K is low in fat (but stupidly high in sugar), if you eat that, you become a 6ft brunette with an hour glass figure.

Advertising is designed to make you feel shit, but showing what you could be. So as a consequence they more shit you already feel about your life, the more you're likely to belive this shit.

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"...but these are supposed to make it quicker..."

So would attaching a brick to each ankle. And a shed load cheaper.

But you'd have to get Reebok bricks for the fashion conscious.

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Getting There

I'm on my way, so far I've got the bottom half of the hourglass figure, just got to move the narrow bit down from my head to my waist.

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Meh

Exercise > Diet

Absolutely not true. You can eat anything you want as long as you exercise enough. The exercise enough part seems to be the part everyone is missing though. Granted the modern diet here is the U.S. takes a lot of exercise to overcome but it can still be done.

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Happy

Well, spank me with a flip-flop! That should tone up at least one muscle :)

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Coat

Reebok have made an ass of themselves, and will shoe-ly be the butt of a few jokes.

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Yep

It's come around to bite them in their muscley well-toned ass.

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Punful

I guess that was meant to be toungue-in-cheeks?

I felt that one in my sole...

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$25,000,000

To be held by the FTC and invested by the FTC. Consumers can apply for refunds directly to the FTC by filling in all the necessary paperwork and paying all administrative fees.

Alternatively you can start paying lawyers and do it through the court.

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Coffee/keyboard

"... invested by the" Feds?

Now that would be a first. Poured into the monetary black hole is more like it.

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Facepalm

RE: $25,000,000

The number of intelligent women I know that got taken in by this and other "super-toning" items (please, FTC, look at Fitflops next) is just beyond belief! Even now, I have pointed them at the FTC website and they STILL prefer to believe that some miracle pair of shoes is going to do what only a proper exercise regime can. I'm not just talking Dizzy Janes here, the number even includes a GP doctor with the medical knowledge that should be able to see right through the scam, but she still insists "oh, they always use models, it's to show the possible outcome"!

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Joke

Maybe They...

...could outsource the funds distribution to Nigeria.

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@Matt Bryant

>The number of intelligent women

Which probably pales into insignificance by the number fooled into buying anti-wrinkle creams pushed using models who aren't even old enough to have wrinkles in the first place.

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IT Angle

And the IT angle is ...?

Irrelevant Titillation.

OK I'll buy that.

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Trollface

It Angle

The ruling had a website link.

Natch.

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she is indeed

Well fit, isn't it

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Anonymous Coward

amazing and great

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I don't buy Reebok shoes because they have a Reebok logo on them. I can find perfectly comfortable and equally durable shoes for around one fifth the price.

Yeah I know I miss out on the posing. My loss I guess ;-)

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IT Angle

I'm shocked. Shocked.

Using a model/athlete to demo exercise/diet products and fool the gullible into thinking they can look the same? Without effort, of course.

Surprised that Reebok got spanked. They must have gone out of their way to exceed the already pretty high level of bovine excrement usually being bandied about.

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Shocked yet again

Yes, isn't this a bit like the former advertising practice of using an actor in a white coat to recommend health or dental products?

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Pictures don't lie

She does have a nice "butt".

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Anonymous Coward

I disagree

She has no butt at all. Merely the bit where her tanned lithe toned thighs meet her torso.

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Anonymous Coward

Outraged!

Terrible, I'm so outraged I may have to watch that video a few more times, just to be sure i've properly examined it.

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Anonymous Coward

Seriously it was clearly having a bit of a luaght and id rather the her butt than its target markets

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Devil

Hmmm

Is that very fit woman still single?

I want to marry her asap!

Then I'll buy those shoes too!

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Good Start

“The FTC wants national advertisers to understand that they must exercise some responsibility and ensure that their claims for fitness gear are supported by sound science,”

GREAT - now if we can just get the FTC to look at political claims ...

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I've watched that video...

...173 times now, and I can't see the problem.

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Anonymous Coward

I had to watch that video 12 times...

...uh, what was the article about?

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Joke

Optional

The cheek of it!

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Facepalm

What...?!

You mean that when adverts for fitness gimmicks show incredibly toned and muscled athletic types demonstrating the products those people *didn't* get their bodies from simply using that product but actually do a lot of *other* exercise *and* eat properly?

My illusions are shattered...!

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Shoes...

Reebok, like Nike, do make some very nice quality running shoes. But they're the expensive ones. The bottom of the range stuff they make is really no different to the no-name bottom of the range stuff. Like Intel, they have the expensive stuff, and then the Celerons. Don't assume just because they make some very good expensive shoes, that the cheap ones are any better.

If you want some extremely good specialist shoes, by the way, check out the ones by inov8. No, I'm nothing to do with the company - I've just always liked their shoes a lot and they're worth a look if you want to be as fit as the lady in the ad. (Small print: some running may also be required).

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Inov-8

Thanks for the tip. They look interesting and they're British. (I nearly didn't look because of their silly name!)

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they should have claimed the shoes were in fact...

feet make-up

containing: tone-plumpy-fying-nano-ultra-arse-better-o-zomes*

[*12 out of 105 women tested agreed]

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Meh

OK, what's next?

Pretty much every commercial for any 'health' or 'beauty' product is guilty of this.

How about the ones where some average looking guy hoses himself down with some obnoxious smelling cologne spray and suddenly women are tearing his clothes off?

Or the ones for women's mascara showing a model with what looks like a ferret glued to each eyelid?

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I believe the company in question got done for the false-eyelash mascara advert.

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Ferrets

Wonderfull what you can add in post-production these days...

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@Loyal Commenter

You're right - saw that one again last night and in 3 point type along the bottom of the screen there's something about Dramatisation - false eyelashes used, or something like that.

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