You may want to think that through again. A cream rubbed into the body to cause substantial weight loss or burn fat? Sounds like a "gut check" claim. Is that the kind of product you want associated with your media outlet?

Of course, we can’t say if the claim is truthful, but it’s not a "gut check" claim. By focusing on necessary dietary changes, the ad avoids a false promise of easy weight loss.

Sorry. That is a “gut check” claim that should give you indigestion. It’s good when companies honor money-back guarantees for buyers who aren’t satisfied. But that’s not the same as “guaranteeing” results for everyone who uses the product. Steer clear of any ad that implies success for everyone.

That was a “gut check” claim. Think twice before running an ad that suggests consumers can lose weight quickly without changing their diet because a product will block the absorption of fat, calories, etc. Did you catch the use of words like “help” or “may”? Some advertisers try to get around making a “gut check” claim by saying that a product helps block fat or may cause users to lose a substantial amount of weight. But what matters is how average consumers interpret the ad claim. It’s unlikely they make those fine distinctions. As a result, it’s a mistake to think that simply adding a qualifying word or two will change the impression conveyed to the reader, listener, or viewer.

Sorry. That’s not a "gut check" claim. Ads for reduced-calorie foods aren’t covered under the "gut check" standard for false weight loss claims.

That’s not a gut check claim. The ad suggests permanent weight loss, but ties it to continued use of the product together with long-term changes to diet.

Uh-oh. That is a "gut check" claim. The science is clear: Weight loss requires dietary changes. Take a pass on any ad that tells people they can eat what they want in any amount they want and still lose weight. It can’t possibly be true.

Think it through. That is a "gut check" claim. The advertiser has tried to be cagey by not quoting a certain number of pounds. But remember: An ad that promises people can safely lose more than 3 pounds a week for more than 4 weeks is likely to be false. And an 8-inch reduction is going to require more than that amount.

Keep your guard up. That is a "gut check" claim. Maintaining weight loss requires a lifetime of lifestyle changes. No product can permanently change a user’s metabolism.

Five to 10 pounds a week without dieting or exercise? C’mon! That’s a "gut check" claim. If an advertiser promises that people can lose two pounds or more a week without diet or exercise, step on the brakes. Chances are it’s a false ad.