Don't Get Duped: A Consumer's Guide to Health and Fitness »

In the health and fitness industry truth is a scarce commodity, charges Dr. Larry M. Forness. American consumers, exposed to a daily barrage of hype and misinformation about all the products and services that claim to make them healthier and more attractive, annually spend forty billion dollars needlessly on a cornucopia of vitamins, minerals, herbal supplements, ergogenic aids, fitness equipment, and alternative healthcare treatments. In this "survival manual," Forness's goal is to teach consumers the critical tools to make them more knowledgeable about these questionable items.
The topics covered include the real meaning of 'scientifically proven' methods for quantitatively analyzing such claims as 'more energy' and 'improved strength', alternative healthcare treatments vs. hard science, fad diets, aging remedies, abuse of the labels 'certified' and 'licensed', plus an extremely useful glossary explaining commonly used marketing terms. To reinforce his message, Forness has originated the 'Bozo du Jour Award', bestowed on various individuals, groups, or companies that have created or participated in misleading advertising, or have done something that could harm consumers.
Before you begin yet another weight loss or fitness program or buy the next healthcare product, you owe it to yourself to read what Dr. Forness has to say.
Dr. Larry M. Forness is the founder of the National Center for Sports Medicine and is currently Adjunct Professor of Public Health at American Military University.

Library Journal

Most of us believe that we are savvy to advertising sleight-of-hand, yet the sales of herbal supplements, magnetized accessories, anti-aging nostrums, and weight-loss systems continue to grow. Forness, founder of the National Center for Sports Medicine, here reveals the smoke and mirrors behind these spurious products and their fantastic claims. He explains why various popular pitches, labeling, and testimonials are not what they appear and reminds us that such phrases as all natural and clinically proven are legally meaningless. The descriptions of the chemical properties of vitamins and minerals is a bit heavy for lay readers, and Forness's sneers at the blatant spelling and grammatical errors in many ads would be more convincing if his own proofreader had caught such boners as "prostrate" cancer. It is also curious that Forness is identified in the promotional material as being the dean of "a major health care university in the southeastern United States" instead of naming said institution. Still, there is little else that warns consumers in this way, and the message is sound: Caveat Emptor! Recommended for consumer collections. Susan B. Hagloch, Tuscarawas Cty. P.L., New Philadelphia, OH Copyright 2001 Cahners Business Information.