Nautilus’s Bowflex TreadClimber just became the latest example of enforcement action against a health and fitness product by the National Advertising Division (NAD), a voluntary advertising self-regulatory body administered by the Better Business Bureau. More specifically, the NAD determined that Nautilus could not support its claim that one could lose substantial weight solely by using its product.

The TreadClimber combines the movements of a treadmill, a stepper and an elliptical machine. The television advertisement for the product, which featured the slogan “all you have to do is walk,” included a section where a man and two women discussed their substantial …