Reebok gets spanked
This is some shady crap man.. Reebok's Easy tone line of footwear has been slapped a with a $25 million penalty for false advertising by Federal Trade Commission (FTC).
Reebok claimed that regular wear of the Easy tone sneaker would strengthen and shape buttock muscles. If you're wondering what the hell is Easy Tone then think those amazing ads with women strutting their assets while wearing the sneaker.
"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.” -- Federal Trade Commission
That said, Reebok folding their cards just yet, "We stand behind our EasyTone technology - the first shoe in the toning category that was inspired by balance-ball training," a statement from the Canton, MA based company read. "Settling does not mean we agree with the FTC's allegations; we do not. Our customers are our number one priority, and we will continue to deliver products that they trust and love."
Director of FTC's Bureau of Consumer Protection, David Vladeck, bluntly stated: "[We're here] to remind advertisers big and small that they must have adequate proof for the claims they make in their ads. Reebok's claims didn't withstand scrutiny. Consumers expected to get a workout, not worked over."
While the $25 Million refund to consumers is certainly the headlining penalty that Reebok must face, they've also been barred from future misleading advertising, which includes:
-- making claims that toning shoes and other toning apparel are effective in strengthening muscles, or that using the footwear will result in a specific percentage or amount of muscle toning or strengthening, unless the claims are true and backed by scientific evidence;
-- making any health or fitness-related efficacy claims for toning shoes and other toning apparel unless the claims are true and backed by scientific evidence; and
-- misrepresenting any tests, studies, or research results regarding toning shoes and other toning apparel.
In a way, a $25 Million penalty for false advertising might have actually been worth it. In 2010, Reebok had a 33% share of the $1.1 Billion toning market.
