The dramatic growth in the number of cable TV channels has brought an equivalent explosion of program-length “infomercials.” These slick programs, often featuring “self-made millionaires,” promise ways to make easy money in real estate; to get low-interest government loans or grants to start a business or enter college; or to get rich by selling their products. These ads also appear in the classified section of newspapers or magazines promising “big money,” business opportunities or work-at-home schemes. Companies behind these infomercials and print ads often claim that by using their products and services, you can learn how to increase your wealth or start a business, sometimes in the comfort of your home.

Infomercials and other ads may encourage you to purchase program materials, such as books, audiotapes and videotapes, or computer hardware and software. The materials can range in price from less than $100 to several thousand dollars. Some promoters even promise a toll-free telephone consulting service with your purchase and offer a money-back guarantee.

The Federal Trade Commission warns that tempting claims that sound too good to be true are probably scams – or at best worthless. After investigating companies that make false, misleading, or unsubstantiated claims about wealth-building and business opportunity programs, the FTC has identified a pattern in the sales approaches that could tip you off to a scam.

Infomercials are often used to promote wealth-building programs and merchandise. The infomercials have the look, feel and length of real TV programs. They often imitate the format of legitimate talk shows or investigative news programs. The products being sold are often discussed as part of the program and touted by paid “experts,” “moderators” or “reporters.” The program may last for 30 minutes, interrupted by advertisements for the show’s products with ordering information. Promoters of wealth-building schemes claim that if you follow their methods, you can make substantial profit through real estate, investments and business opportunities, or get low-interest government loans or grants.

Some infomercials and advertisements invite you to attend seminars to learn more about starting a home-based business. These seminars are usually just “sell jobs” where smooth-talking salespeople endorse the promoters, or use testimonials to promise making easy money by using the promoter’s products. Lured by the promise of easy success, many people buy the sales pitch. They later discover that the business opportunity was essentially worthless and all they have left are empty promises and empty pockets.

Follow these rules before you respond to an infomercial:

Be skeptical about “get rich quick” advertising claims.

Demand written substantiation of claims, especially about success rates.

Be aware of “experts” who endorse a product and are paid by the advertiser.

Be cautious of “testimonials” – they were probably paid for.

If company representatives give you evasive answers or aren’t willing to answer your questions at all, tell them to take a hike.

Before you buy, determine whether the price reflects a fair market value.

Avoid promises of free money or low-interest government loans. These are available only in limited circumstances.

Don’t be pressured to purchase immediately. Good opportunities are not sold through high-pressure tactics. Before you buy, ask about the company’s qualifying requirements and refund policy.

Write to Consumer Forum. We are able to tell you if there are complaints on file. If there are none, we can tell you how to get more information on the company before you risk your shirt to make some “self-made millionaire” on TV even richer.

Consumer Forum is a collaborative effort of the Bangor Daily News and Northeast COMBAT. Send questions to Consumer Forum, Bangor Daily News, P.O. Box 1329, Bangor, Maine 04402-1329. COMBAT is a nonprofit organization with annual dues of $10. For membership information, write to the above address.