Evaluation of advertisements of weight-reducing cures in the press

The aim of this study was to obtain an overview of the weight control programmes advertised in the Swiss press and to explore them in terms of their scientific basis and success rates. 875 advertisements and questionnaires from 507 patients and 52 advertisers were analyzed. Scientifically questionable methods usually remained ineffective. In contrast, methods based on a reasonably balanced long term diet proved more successful. With the latter, an average weight loss of 15 kg was achieved in 32 weeks at a cost of Sfr. 456.-. In doing so, 56.1% of the patients reported they had reached their target weight and it was entirely or partly maintained for a prolonged period by 39.6%. In terms of cost/benefit ratios, scientifically based programmes which follow the principles of physiology and behavioural psychology are the most favourable, and physicians should know and recommend them. Unfortunately, in Switzerland health insurance still pays for programmes which were shown to be unsuccessful in the long term, such as appetite lowering medication, or costly, such as short-term courses of treatment in hotels.