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 Posted: Sat 16:00, 31 Aug 2013 Post subject: Consumers to get refunds for Reebok's 'deceptive' |
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Consumers to get refunds for Reebok's 'deceptive' toning shoe ads,[link widoczny dla zalogowanych]
The Federal Trade Commission announced Wednesday that Reebok has agreed to pay $25 million to settle charges it used "deceptive" advertising to market so-called "toning shoes,[link widoczny dla zalogowanych]."
The settlement means consumers who bought Reebok's EasyTone and RunTone sneakers could be eligible for refunds -- either directly through the FTC or via a class-action lawsuit.
"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," said David Vladeck, Director of the FTC's Bureau of Consumer Protection, in a statement.
Reebok countered with a statement Wednesday saying customers are its No. 1 priority -- and that the company will continue to market and sell EasyTone line shoes,[link widoczny dla zalogowanych].
"We stand behind our EasyTone technology - the first shoe in the toning category that was inspired by balance-ball training,[link widoczny dla zalogowanych]. Settling does not mean we agree with the FTC's allegations; we do not. According to the FTC complaint:
-- Reebok made unsupported claims in advertisements that walking in its EasyTone shoes and running in its RunTone running shoes strengthen and tone key leg and buttock (gluteus maximus) muscles more than regular shoes. The FTC's complaint also alleges that Reebok falsely claimed that walking in EasyTone footwear had been proven to lead to 28 percent more strength and tone in the buttock muscles, 11 percent more strength and tone in the hamstring muscles, and 11 percent more strength and tone in the calf muscles than regular walking shoes.
-- Beginning in early 2009,[link widoczny dla zalogowanych], Reebok made its claims through print, television,[link widoczny dla zalogowanych], and Internet advertisements,[link widoczny dla zalogowanych], the FTC alleged. The claims also appeared on shoe boxes and displays in retail stores. One television ad featured a very fit woman explaining to an audience the benefits of Reebok EasyTone toning shoes. She picks up a shoe from a display and points to a chart showing the muscles that benefit from use of the shoes,[link widoczny dla zalogowanych], while a video camera continues to focus on her buttocks. She says the shoes are proven to strengthen hamstrings and calves by up to 11 percent,[link widoczny dla zalogowanych], and that they tone the buttocks "up to 28 percent more than regular sneakers, just by walking.
Toning or fitness shoes from the likes of Skechers and Reebok that claim to firm muscles and promote weight loss have generated big sales in recent years,[link widoczny dla zalogowanych].
But medical experts have publicly questioned these claims. They warn the clunky-looking shoes can even cause injury by changing the way a person walks,[link widoczny dla zalogowanych].
Reid Cherner has been with USA TODAY since 1982 and written Game On,[link widoczny dla zalogowanych]! since March 2008.
He has covered everything from high schools to horse racing to the college and the pros,[link widoczny dla zalogowanych]. The only thing he likes more than his own voice is the sound of readers telling him when he's right and wrong,[link widoczny dla zalogowanych].
Michael Hiestand has covered sports media and marketing for USA TODAY,[link widoczny dla zalogowanych], tackling the sports biz ranging from what's behind mega-events such as the Olympics and Super Bowl to the sometimes-hidden numbers behind the sports world's bottom line.
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