FTC jolts ab exercise belt-makers

"Here's the pitch: With a touch of a button you will go from flabby abs to rock hard abs without breaking a sweat," said FTC Chairman Timothy Muris.

WASHINGTON (CNN) -- Complaints have been filed in federal courts against three widely advertised electronic abdominal exercise belts: AB Energizer, Ab Tronic and Fast Abs, whose advertisements promise such things as "rock hard abs with no sweat" or "lose four inches in 30 days."

"Here's the pitch: With a touch of a button you will go from flabby abs to rock hard abs without breaking a sweat," Federal Trade Commission Chairman Timothy Muris said Wednesday. "Unfortunately, though, these electronic ab gadgets don't do a thing to turn a bulging beer belly into a sleek six-pack muscle stomach."

Muris says the three separate complaints allege that the companies are making false and deceptive claims.

"The devices are disappointing millions of consumers and costing them big bucks," he said.

The products are sold at $40 to $120, Muris said, and the three manufacturers have taken in $100 million, by conservative estimate.

The FTC complaints also challenge the companies' refund, shipping and warranty practices.

"We are seeking to stop the claims and we are going to seek money back for consumers as well," Muris said.

Jeffrey Knowles, a lawyer representing Fast Abs, told reporters after the FTC news conference that the company is "particularly surprised" by the lawsuit "because we had stopped marketing the product over two months ago."

He added, "The company's position is the use of the abdominal belt alone will not cause weight loss, but when used in conjunction with a diet or exercise program may cause weight loss."