FTC to Skechers: Tone it down.

Last week, Skechers had to pay 40 million dollars to customers who bought their Shape-up brand shoes.
The FTC found their claims of body toning to be bogus. The FTC also sayid Skechers made bogus claims about other shoes, including Resistance Runners, Toners, and Tone-Up Shoes.

More from the ruling:

“Skechers’ unfounded claims went beyond stronger and more toned muscles. The company even made claims about weight loss and cardiovascular health,” said David Vladeck, Director of the FTC’s Bureau of Consumer Protection. “The FTC’s message, for Skechers and other national advertisers, is to shape up your substantiation or tone down your claims.”

Considering a similar settlement occurred with Reebok two years ago, perhaps I should have our Badland section. By the way, Reebok only had to pay $25 million in the settlement. So either they got off on a lighter fine, or the fine is based on the number of units sold. If it's the latter, then here's a protip from Kidsleepy for Skechers: Work it into your case study and submit it to the Effie's because you have some awesome metrics on your hands.

Still, I just think it's a shame. Skechers advertising? Deceptive? Surely they have that wrong. I mean, they hired Kim Kardashian and everything!