No 1 Weight Loss Pill

FTC: 'Tiny Belly' weight-loss ads are tip of a fat scheme

WASHINGTON -- It might be the ad that ate the Internet.

"1 Tip for a Tiny Belly" reads the headline, rendered in fake hand-lettered type and positioned above a crudely animated drawing of a woman's bare midriff. Try as you might to concentrate on something else, the midriff distracts your eye by shrinking and reinflating - flabby to flat, flat to flabby.

"Cut down a bit of your belly everyday by following this 1 weird old tip," it reads. The "weird old tip" is revealed only after you abandon what you were reading and click on the ad.

For months, versions of the ad have been just about everywhere. They have run as pop-ups and display ads on some of the most popular websites, including Facebook, Weather.com and About.com. They have also shown up on the home pages of news organizations such as the Los Angeles Times, MSNBC, The Washington Post and the Guardian newspaper in Britain.

The ad is so broadly distributed that it's likely you've seen it not just once or twice but hundreds of times. The accumulated number of "impressions" -- the number of times it has flashed by someone on the Internet over the past 18 months- runs into "the tens of billions," estimates Steve Wernikoff, a government lawyer who has tracked it. "It's just a tremendous amount."

The innocent-seeming "1 Tip" ad is actually the tip of something much larger: a vast array of diet and weight-loss companies hawking everything from pills made from African mangoes to potions made from exotic acai berries. Federal officials have alleged that the companies behind the ads make inflated claims about their products and use deceptive means to market them.

The take so far: at least $1 billion and counting.

Luring people in

The "1 Tip" ads are the work of armies of "affiliates," independent promoters who place them on behalf of small diet-product sellers with names such as HCG Ultra Lean Plus. The promoters profit each time someone clicks through to the product seller's site and orders a free sample. The sample, however, isn't always so free.

In lawsuits filed over the past year, the Federal Trade Commission (FTC) has alleged that the ads are the leading edge of what amounts to a three-step scheme that has conned millions of people.

Much like a barker outside a carnival tent, "1 Tip" is merely a come-on, a lure to start the process. People who click on the ad are directed to a second site, which looks like a diet or health-news page. The sites go by names such as Consumeronlinetips.com and Weeklyhealthnews.com.

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