Are Celebrity Endorsements Effective?

Aug. 1 -- Have you been taken in by celebrity endorsements because you trust what your favorite stars have to say?If so, you might want to take a hint from the Federal Trade Commission before you put down your credit card.

The following is an uncorrected, unedited transcript from ABCNEWS' Good Morning America.

ABCNEWS' TERRY MORAN:

But we'll begin right now with those celebrity endorsements. Ifyou've ever been convinced to buy something on TV because one of yourfavorite celebrities was selling it, take note. Baseball great SteveGarvey, once a pitch man for an herbal diet supplement, is in the hotseat now as the government tries to hold him responsible for theclaims he was paid to make. Consumer correspondent HUNTER: has the story.

But we'll begin right now with those celebrity endorsements. Ifyou've ever been convinced to buy something on TV because one of yourfavorite celebrities was selling it, take note. Baseball great SteveGarvey, once a pitch man for an herbal diet supplement, is in the hotseat now as the government tries to hold him responsible for theclaims he was paid to make. Consumer correspondent HUNTER: has the story. (Clip from Infomercial shown) GARVEY:Within Enforma, you can eat what you want and never, ever, ever, everhave to diet again. (End of clip) HUNTER:(VO) Infomercials for a diet product called the Enforma System hasbeen off the air since 2000, but now, they're exhibit A in the caseagainst the celebrity who started them. The pitch man was one ofbaseball's all-time greats, former LA Dodger

GARVEY:, a 10-timeall-star who may be destined to the Hall of Fame. (Clip from baseball game shown) HUNTER:(VO) Enforma paid Garvey's management company over $1 million. Afterall, who has more fitness credibility than a professional athletewith 20 years in the major leagues? (Clip from Infomercial) GARVEY:You know, Kendall, I've been an athlete all my life and I've alwayshad to watch what I eat. HUNTER:(VO) The infomercial served up images of shapely people feasting onplatters of fatty food. GARVEY:If you want to be able to enjoy all those delicious foods that youcrave without the guilt while losing weight and keeping it off, callus now.