Experts Skeptical About Diet Ad Claims

March 1 -- The flood of diet advertising has increased 200 percent over the last decade, leaving regulators overwhelmed and dieters on a never-ending mission for the next quick-fix solution among the Wild West of advertising claims, according to the Federal Trade Commission.

With 61 percent of adult Americans overweight or obese, it's no surprise that consumers have helped create a market for the sale of products that are simply too good to be true.

Weight-loss claims for products like electronic muscle stimulators for the abdomen promise a no-sweat workout and to give you a sleek, sexy and defined look "all over."

"When you're struggling with a problem like obesity, you always want to believe that it's going to work," said Dr. Louis Aronne, a weight-loss expert at Cornell University Medical Center. "When people are desperate, it's easy to prey on them."

Can consumers really achieve the coveted six-pack look by simply wearing these EMS belts around their midriffs for just 10-minute intervals? According to the advertisements, it can be the equivalent of 600 sit-ups. Although such devices, when powerful enough, can produce some muscle strengthening, Dr. Gad Alon, who conducted a study on medical EMS devices at the University of Maryland School of Medicine, is skeptical.

"I don't think that anybody will ever get a rippled look out of electrical stimulation," he said. "Not from the medical devices, not from any other devices. The people that they show, you know — the models and the bodybuilders — have that body build before they put the belt on."

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Companies: Device Is Only One Part of Plan

The advertisements show testimonials of weight loss, and enviable models in bathing suits, but experts say the devices themselves will not help you lose weight. EMS company executives argue that what they are selling is a complete system of diet and exercise, not just the gadget.

"We promote the Ab Energizer as an exercise device, not as a weight-loss device," said Tom Nelson, the president of Ab Energizer, one of the exercise belts marketed to the public. Weight loss, Nelson said, is "the overall result when you use the system."