posted by admin on May 8

Popular diets are usually based on weight loss, which over the short term may predominantly reflect changes in body water balance and metabolically active tissue. However, the focus should be on sustainable fat loss. Fad diets are those that cause short term weight losses, but no long term sustainable effects. Like any fad, they go into and out of fashion according to the media attention paid to them at any particular time. As such, they play on the vulnerabilities of the target group, who regard themselves at fault for the long term failure of the diet.

Advertising and ‘Fad Diets’.

Some typical concepts used in fad diet advertising include:

• 4100 per cent guaranteed’

• ‘instant’ and ‘phenomenal results’

• ‘x kg weight loss in one month’ (usually a lot)

• ‘secret ingredients’

• ‘supported by Doctors and Dietitians’

• ‘lose inches (cm) while relaxing’

• ‘secret of the . . . Aztecs, Incas, Hunzas’ (insert an ancient tribe of your choice).

Myth-informations. The idea that fasting helps fat loss and ‘cleanses toxins’ has been clearly disproven. Any weight loss is quickly regained through physiological adaptation and Jew if any of the minerals lost in sweat are ‘toxins’.

Heat pads and electrical devices, although promoted for fat loss, are banned from advertising as such by the Australian Slimming Advertising Code.

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