Ad said wearing the briefs would "dissolve fat" and "get rid of your cellulite." Consumers will be offered refunds.
A New York company must offer refunds to Iowans who bought its product called "Lipo Slim Briefs." Ads said wearing the briefs would "get rid of your cellulite" and "dissolve fat and hydric deposits that accumulate in your hips, stomach, buttocks and thighs."
Under terms of an order filed yesterday in Polk County District Court, Lipo Slim, Inc., of New York NY must contact any Iowa buyers and offer them a full refund for the briefs ($19.95 to $29.95, depending on size.) The company also must pay $12,000 to the state consumer education fund.
The company is prohibited from advertising that any diet or weight loss product will work without the consumer restricting calorie intake or increasing activity or exercise, unless the company can produce reliable scientific studies that substantiate such claims. The company's ad in the National Enquirer said "thousands of thermo-active micropore cells" in the briefs "produce a gentle massage that destroys deep fat particles and liquid molecules which are the cause of excess fat."
If the company runs ads in national publications, the ads must clearly and conspicuously disclose that the product is "not available in Iowa."
- 30 -