Reebok forced to tone down its advertising claims

Is it possible to have a fit and healthy body without putting any work in and without getting into a sweat? Reebok claimed there is - but the advertising regulators disagree. The result - a hefty $25million fine for one of the globe’s leading fitness brands…

You can read more about this dispute here.

Toning shoes are big business - and the market for them has grown rapidly in recent years. The basic idea is that a shoe which is unstable requires the wearer to use more muscles to walk or jog properly, thereby burning .more calories and developing muscle mass. Reebok claimed that its EasyTone or RunTone shoes could strengthen hamstrings, calves and buttocks “just by walking”. Even better than that, customers could improve their legs and bottoms whilst they did the housework, photocopying at work and whilst out shopping. A pretty compelling USP!

Of course, you could just use proper, stable training shoes and work a little bit harder during exercise - but quite a lot of consumers want something for nothing…

Here is an example of one the adverts that the regulators in the USA objected to. For the avoidance of doubt, the advert is about toning shoes…