QVC charged with diet misselling

Dieting is big business as more people become overweight

The QVC television shopping channel has been charged by the US Federal Trade Commission with making false claims about diet pills, drinks and bars.

The complaint centres around goods such as the "For Women Only" zero fat pills.

According to the FTC, claims made by the channel's salespeople were scientifically impossible.

Under an earlier agreement with the watchdog, the channel had agreed that it would use only sound science and credible evidence to sell products.

Feel the burn

QVC's chief executive Doug Briggs said that the company would fight the charges and claimed it "worked extraordinarily hard to make sure that our 24-hour broadcasting meets the highest possible standards of truthfulness".

Howard Beales, head of the FTC's consumer-protection division, sees things very differently.

"QVC didn't keep its promise," he complained. "No pill or drink can cause anyone to lose 125 pounds" in weight.

As a result, the watchdog is seeking a wide range of sanctions against the TV channel owned by Liberty Media, including fines and consumer refunds.

And FTC assistant director for enforcement Joni Lupovitz reckons the final figure could run into millions of dollars if QVC has to pay up for every time it said "it really works" live on air.