Many advertisements for weight-loss products feature before-and-after photos of individuals who have lost an astonishing amount of weight. While these products may work for some people, the results shown in the ads may not be typical

What are regulators' concerns regarding these ads, and how do advertisers of these products get away with showing such demonstrations?

The concern regarding demonstrations is whether the demonstration falsely upgrades the consumers' perception of the advertised brand. One technique some advertisers use to sidestep restrictions on demonstrations is to insert disclaimers or "supers," verbal or written words in the ad that indicate exceptions to the advertising claim made. Notice that most weight-loss product advertisements indicate "results are not typical" or "results might vary."