Weight-loss products draw more regulator attention than almost any other category. This guide covers the seven claims the FTC treats as false on their face, the rules for testimonials, and how to describe a weight-loss product in the United States without overstating it. This is general information, not legal advice.
The seven "gut check" claims
The FTC publishes a reference guide called "Gut Check" that asks media outlets to screen out weight-loss ads making any of seven claims. It mainly covers supplements, over-the-counter drugs, and patches, creams and wraps. If your copy makes one of these claims, rewrite it.
- ❌ Causes weight loss of two pounds or more a week for a month or more without dieting or exercise
- ❌ Causes substantial weight loss no matter what or how much the consumer eats
- ❌ Causes permanent weight loss even after the consumer stops using the product
- ❌ Blocks the absorption of fat or calories to enable substantial weight loss
- ❌ Safely enables consumers to lose more than three pounds per week for more than four weeks
- ❌ Causes substantial weight loss for all users
- ❌ Causes substantial weight loss by wearing a product on the body or rubbing it into the skin
Evidence comes before the claim
Outside those seven, a weight-loss claim still needs proof. The FTC's Health Products Compliance Guidance says health claims need competent and reliable scientific evidence before you publish them, and that claims must not overstate what the studies found.
- Match the study: Claim the average result the research showed, not the top result
- Match the product: Evidence should be relevant to your product and your claim
- Disclose the conditions: If people in the study also dieted and exercised, the ad should say users need to as well
Testimonials and typical results
A true customer story can still mislead. The FTC says advertisers must either show that a testimonial's result is typical or clearly disclose what typical results are. The Gut Check guide says this rule covers all weight-loss products, programs and services.
| Testimonial says | What the FTC guide asks for |
|---|---|
| Two or more pounds a week for a month or more | A disclosure of typical results |
| More than 15 pounds in total | A disclosure of typical results |
"Results not typical" and "your results will vary" do not meet that standard. The same applies to before-and-after photos.
Disclosures that count
A disclosure has to be clear and conspicuous. The Gut Check guide describes what that means in practice.
- Placement: Near the claim it qualifies
- Readability: Easy to read, with contrast against the background
- Duration: On screen or spoken long enough to understand
- Wording: Plain words a shopper will follow
Wording to review on your pages
Look for copy that promises speed, ease or certainty. The FDA's consumer guidance on health fraud uses "Lose 30 pounds in 30 days" as its example of a quick-fix claim.
- ❌ "Melt fat without changing what you eat"
- ❌ "Works for everyone"
- ✅ A specific, supported statement that includes the role of diet and exercise
Doing this at scale
ContentGuard scans your product descriptions and classifies each claim as safe, risky or prohibited against the rule profile you choose, including US Dietary Supplement and Generic FTC. It cites the governing FDA or FTC rule, scores each page and proposes a rewrite you can apply in one click. It is a screening tool, not a substitute for legal review. See ContentGuard.