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Skechers ordered to pay $40 million after deceiving consumers with shoe ads
Posted: 05.16.2012 at 8:14 PM
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KIRKSVILLE, MO. -- Claims that Skechers' toning shoes can help you lose weight and tone muscles are sketchy according to the government, and the claims are going to cost the company millions of dollars.

The Federal Trade Commission, along with state attorney generals from 43 states including Iowa and Missouri, has reached a settlement with Skechers USA, Inc. over its health claims in the marketing of certain athletic shoe products.  Under the settlement, which includes Skechers Shape-Ups, Tone-Ups, and Skechers Resistance Runner shoes, up to $40 million will go to consumers who purchased the shoes. Skechers has been ordered to pay an additional $5 million to the states.

The lawsuit alleges that without having adequate support for its claims, Skechers claimed these shoe products caused consumers to lose weight, burn calories, improve circulation, fight cellulite, and firm, tone, or strengthen thigh, buttock, and back muscles, without even stepping foot in a gym.

In a news release, Iowa Attorney General Thomas Miller said these claims were simply an exaggeration and not substantiated by scientific research.

"We allege that Skechers made exaggerated and false claims about the health benefits of its rocker-bottom shoes," said Miller. "Despite the company's marketing claims, we don't think these shoes provided consumers with any more exercise benefits than regular shoes. And that's why we allege that this was a case of deceptive advertising."

Daniel Martin, Director of A.T. Still University Wellness Program said the shoes seemed like a gimmick from the beginning and said he's surprised at how many people bought into the false advertising.

"I think this just speaks to how desperate people might be to lose weight and how desperate people who are getting older and maybe having diseases would be looking for the secret to becoming more active," said Martin.  "There is really no secret and this particular product obviously as this suit might say..there just wasn't enough scientific evidence to substantiate the claims."

Martin said any shoe paired with the right exercises will help you get into shape. He said it's more important to select a shoe that matches the arch in your foot.

And if you're looking for a quick way to whip your backside into shape, Martin recommends using strength training equipment and full range motion exercises like leg lifts, curls, and presses that focus on that part of your body.

Under the settlement, Skechers is prohibited from making these claims without adequate substantiation.

Skechers does not admit to any wrongdoing.

If you purchased Shape-Ups, Tone-Ups or the Skechers Resistance Runner shoes, head to http://www.skecherssettlement.com/ or call (866) 325-4186 to find out how you can get a partial refund.

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