Seebok is a company that manufactures and sells special shoes called Slim-Ups that are supposedly made with some special technology that supposedly helps people lose weight. Seebok's entire marketing campaign for the Slim-Ups is based on the fact that you can lose weight while wearing them. Seebok runs a variety of advertisements on TV that feature people saying that they lost weight by wearing Seebok instead of regular shoes when they go to the gym or exercise. Many of the people in the advertisements boast amazing body transformations and claim to have lost a bunch of weight and really toned their bodies using Slim-Ups. Slim-Ups commercials had lots of big-name celebrity endorsements such as Kim Kardashian and Chris Hemsworth (perhaps better known as Thor).

Brad Barnes was watching television one day when he saw a new commercial for Slim-Ups that claimed that "in a clinical study, researchers found that people burned 700 times as many calories when they exercised using Slim-Ups as opposed to regular shoes (!!!!!)" Brad had seen Slim-Ups commercials in the past that featured celebrities and stories of extreme weight loss, but he had always been really skeptical. However this new commercial really got him excited about trying the product because the results in the clinical trial were really impressive.

After buying and using Slim-Ups for a year, Brad was devastated that his body wasn't become toned any quicker than usual. He was angry and decided to research those clinical trials that Seebok referenced in their commercial. The unfortunate truth of the matter was that Seebok had NOT conducted any clinical trials. In fact, there was no empirical evidence that supported the claim that people burned 700 times as many calories when they used Slim-Ups.

Brad is livid and feels that the advertisement was misleading and deceptive.

Questions to Consider/Discuss: -Was Brad reasonable? Would a reasonable person have viewed this ad the same way Brad did? -What was the claim in this case? -What kind of evidence did Seebok say they had to support their claim? -Was there sufficient evidence to back up this claim?