On Wednesday, American footwear company Skechers agreed to pay the US Federal Trade Commission $40 million. This settlement resulted from a series of commercials that deceived consumers claiming that the Shape-Ups shoe line would “help people lose weight, and strengthen and tone their buttocks, legs and abdominal muscles.” Professional celebrity Kim Kardashian appeared in a 2011 Super Bowl commercial personally endorsing the health benefits of these shoes.
This settlement was part of an ongoing FTC campaign to “stop overhyped advertising claims.” A similar effort would serve the information security community well. For example, one particular claim that causes me frequent grief is: “solution X detects and prevents advanced persistent threats.” It is hard, dare I say impossible, to work in information security and not have heard similar assertions. I have heard it twice this week already, and these claims make my brain hurt.