'No willpower required'. The slimming industry and the right to sell dreams.

Many products to lose weight are presented on the market. The products are advertised with two 'arguments': the health-argument: obesity and overweight are dangerous for your health, and the beauty argument: obesity and overweight make you ugly. The authors raise ethical questions with regard to the promises made and discuss the following arguments: the exploitation of vulnerable persons who are told they are unhealthy and ugly, the stigmatization of obese people as lazy and without willpower, and the harm some treatments may cause. They argue that raising the health argument should be analyzed very critically as obese people are vulnerable and susceptible to all kind of promises. With regard to the beauty argument, they argue that 'selling dreams' is perhaps less problematic as people are not as susceptible and vulnerable with regard to promises on beauty and therefore less likely to be seduced by such promises. People should be empowered to be very critical of (advertisements for) slimming products.