An estimated 50 million Americans go on a diet every year. Many of these goal-directed people were lured by advertisements for products promising easy, quick ways to lose weight. But when it comes to losing weight, most gimmicks don’t deliver on their promises and only your wallet or pocketbook will be lighter after the fad has failed.

While some dieters succeed and take off some weight, as few as five percent manage to keep the weight off for long. These same people will then turn to other diets in the lasting hope that perhaps this time it will work. Through infomercials, “exercise” shows, advertisements, and talk show appearances: “wonder” diets promise the world to people who are in pain and worried about the extra pounds they carry. As in many other “hype” industries, the weight-loss hucksters take advantage of the fear and insecurities of people who are most emotionally vulnerable.

Most experts agree that the best way to lose weight is to eat fewer calories and burn more energy by increasing physical activity. Real fitness professionals suggest aiming for a goal loss of about one pound a week. This usually means cutting about 500 calories a day from your diet, eating healthy low-fat foods, finding a regular exercise activity you enjoy, and sticking to it.

When it comes to evaluating claims for weight-loss products, the Federal Trade Commission recommends a healthy portion of skepticism. Before you spend money on products or programs that promise fast or easy weight loss, weigh the claims and consider these tips:

“Lose 30 Pounds in Just 30 Days” – As a rule, the faster you lose weight, the more likely you are to gain it back. Rapid weight loss could also cause health problems. Unless your doctor advises, don’t fall for programs that promise quick weight loss.

“Lose All the Weight You Can for Just $39.99” – Some weight-loss programs have hidden costs. For example, some don’t advertise the fact that you must buy their prepackaged meals that cost more than the program fees. Before you sign up for any weight loss program, ask for all the costs. Get them in writing.

“Lose Weight While You Sleep” – Claims for diet products and programs that promise weight loss without effort are simply lying.

“Lose Weight And Keep It Off For Good” – Be suspicious about products promising long term or permanent weight loss exclusively from consuming the product. To lose weight and keep it off, you must change how you eat and how much you exercise.

“John Doe Lost 84 Pounds In Six Weeks” – Don’t be misled by someone else’s weight-loss claims. Even if John Doe really lost the weight he claimed, his success may have little relation to yours … all people and circumstances are different.

“Scientific Breakthrough Medical Miracle” – There are no miracle weight-loss products. Be skeptical about exaggerated claims and avoid these products or programs.

Carrying extra pounds can make you feel badly about yourself and what you need is compassion, support, and encouragement. The last thing you need is to further damage your self-esteem by falling victim to one of these expensive and worthless frauds. Put down the fork, put your credit card away, take a nice healthy walk every day, put aside 15 to 30 minutes a day for a gradually increasing series of targeted isometrics or physical activities … and best of luck.

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.