2. Beware of the phrase "guaranteed or your money back." Always look for the fine print. The manufacturers may promise that you'll lose 10 pounds in 3 weeks, if you follow the program. Incidentally, the program generally involves a low-fat diet and a more vigorous exercise program.



4. Don't be impressed by expert endorsements. This is the oldest trick in the book. It's a sign of money behind marketing, not the quality of the product.

6. It's no big deal if a product "awarded a U.S. Patent." You could patent a dumbbell for animals if you had the right design. To get a US patent, you need an original idea, not necessarily a good one.

8. Don't be impressed persuaded by scientific terms. Product manufacturers like to use fancy phrases, many of which are not accepted by the medical community.

10. Don't shop when you are desperate, hungry or tired. You are more likely to be 'taken in' by false advertising. Shop when you are feeling your best, so you can make the right decision without being affected by the hype.