False Advertising Implicates Reebok, Pays $25M as Fines
All those promises of a lean, better and toned legs flew off the shelves as fast as Reebok might need to rework its advertising campaign, as the shoe maker has conceded to pay consumers $25 million in refunds.
Reebok agreed to the pay-up to resolve the allegations hurled by the Federal Trade Commission (FTC) that its EasyTone and RunTone line of walking and running shoes, respectively, misled consumers it would whip up a magic to create a perfect body for those who availed it.
Reebok carried statements in their ads that said lab tests had proven the sole's special design would help lead to a more perfect body. In some TV spots, Reebok highlighted its claims by showing close-up shots of perfectly toned legs and tight backsides.
"Consumers expected to get a workout, not to get worked over," said David Vladeck, director of the Federal Trade Commission's Bureau of Consumer Protection, told reporters.
According to settlement papers filed in a federal court, "laboratory tests do not show that when compared to walking in a typical walking shoe, walking in EasyTone footwear will improve muscle tone and strength by 28 percent in the gluteus maximus, 11 percent in the hamstrings and 11 percent in the calves."
"Advertisers cannot make claims about their products, particularly not objective claims like this, without having some basis for it. That's the law," Vladeck emphasized.
But Reebok, despite agreeing to the settlement, stands by to its claims.
"We have received overwhelmingly enthusiastic feedback from thousands of EasyTone customers, and we remain committed to the further development of our EasyTone line of products," Daniel Sarro, a company spokesman from Reebok, was quoted as saying in The New York Times.
The shoe unit of Adidas decided to patch up the issue with the FTC to avert a protracted legal battle, Sarro added.
In 2009, Reebok introduced the shoes with its "balance ball-inspired technology." It said that just by wearing the sneakers alone, a customer's legs would tone and strengthen 11 percent better than regular walking shoes as well as sculpt bottoms better at 28 percent.