WF FOOTPRINTS
4
FTC SAYS TONING SHOE ADS
WERE “DECEPTIVE”; REEBOK
DISAGREES BUT PAYS $25M
The Federal Trade Commission
(FTC) in the US has announced an
agreement with sports brand Reebok
over its fitness toning shoes. An FTC
investigation into shoes, including the
EasyTone model, has concluded that
Reebok’s advertising of the products
was “deceptive” because the
company’s claims that the shoes can
strengthen and tone muscles in the
legs and buttocks are “unsupported”.
Reebok, part of the adidas Group,
has agreed to pay $25 million in
compensation to consumers and the
FTC has set up a link on its website to
help people who bought the shoes
claim a refund.
“The FTC wants advertisers to
understand that they must exercise
some responsibility and ensure that
their claims for fitness gear are
supported by sound science,” said
David Vladeck, director of the FTC’s
Bureau of Consumer Protection.
Reebok’s EasyTone walking shoes
and RunTone running shoes have
retailed for $80 to $100 a pair, while
EasyTone flip flops have retailed for
about $60 a pair. Advertising for the
shoes claimed that sole technology
featuring pockets of moving air
creates “micro instability” that tones
and strengthens muscles as wearers
walk or run.
According to the FTC complaint,
Reebok made unsupported claims in
advertisements that walking in its
EasyTone shoes and running in its
RunTone running shoes strengthen
and tone key leg and gluteus
maximus muscles more than regular
shoes. The FTC’s complaint also
alleges that Reebok falsely claimed
that walking in EasyTone footwear
had been proven to lead to 28% more
strength and tone in the buttock
muscles, 11% more strength and tone
in the hamstring muscles, and 11%
more strength and tone in the calf
muscles than regular walking shoes.
However, Reebok immediately
issued a statement saying it disagreed
with the FTC’s decision and stood by
its EasyTone products and the claims
it has made. The statement read: “The
allegations suggested that the testing
we conducted did not substantiate
certain claims used in the advertising
of our EasyTone line of products. In
order to avoid a protracted legal
battle, Reebok has chosen to settle
with the FTC. Settling does not mean
we agreed with the FTC’s allegations;
we do not.”
Under the settlement, Reebok is
barred from making claims that
toning shoes and other toning apparel
are effective in strengthening muscles,
or that using the footwear will result
in a specific percentage or amount of
muscle toning or strengthening,
unless the claims are true and backed
by scientific evidence. It cannot make
any health or fitness-related efficacy
claims for toning shoes and other
toning apparel unless the claims are
true and backed by scientific
evidence; nor can it misrepresent any
tests, studies, or research results
regarding toning shoes and other
toning apparel.
The Reebok statement added: “We
fully stand behind our EasyTone
technology, the first shoe in the toning
category inspired by balance-ball
training. We have received
overwhelmingly enthusiastic feedback
from thousands of EasyTone
customers, and we remain committed
to the continued development of our
EasyTone line of products. Our
customers are our number-one priority,
and we will continue to deliver
products that they trust and love.”
The FTC files a complaint when it
has “reason to believe” that the law
has been or is being violated, and a
proceeding is in the public interest.
The complaint is not a finding or
ruling that the defendant has actually
violated the law. The consent decree
is for settlement purposes only and
does not constitute an admission by
the defendant that the law has been
violated.
UK: HOTTER SHOES
INCREASES PRODUCTION
UK-based comfort footwear
manufacturer and retailer Hotter
Shoes has increased production of
its footwear in response to growing
HAPPENINGS, PEOPLE AND PLACES
CEC STILL MONITORING LEATHER
SHOE IMPORTS
The president of the European Footwear
Confederation (CEC), Vito Artioli, has said that
the Brussels-based organisation is still
monitoring very closely imports to the
European Union of footwear with leather
uppers from China and Vietnam.
Until the end of March 2011, imports of
these shoes were subject to anti-dumping
duties of 16.5% for China and 10% for Vietnam.
Speaking at a press conference at the Micam
footwear exhibition in Milan in September, Mr Artioli said: “As soon as the
anti-dumping measures were lifted we noticed an increase in the number of
pairs coming into Europe from these two countries, but it’s only a short time
since the change took place and all we can do at the moment is continue to
monitor the situation closely. At the end of 2011 we’ll take stock of the
consequences that the lifting of the duties has had. If necessary, we’ll take
action at that time.”
Possible actions include asking the European Commission to re-introduce
anti-dumping measures if CEC can prove that manufacturers in Asia are still
selling their leather shoes for cheaper prices in the European Union than in
their domestic markets. Footwear firms can do this if they are receiving
incentives, funding and support separately from their commercial operations,
but such support is deemed anti-competitive by the World Trade Organization
and can lead to sanctions.
The director general of the Italian Footwear Manufacturers’ Association
(ANCI), Fabio Aromatici, commented that his organisation had collected data
that showed Chinese and Vietnamese manufacturers had taken advantage of
the lifting of the anti-dumping duties to put their prices up.