The new TV commercial for the BeActive Brace, available from www.BeActive.com seems to infer that it will eliminate or cure all of your back pain and that it will do so for only $19.99, or your money back.
What some people might think this commercial tells us:
- It will cure any back pain
- The Be Active brace is doctor approved / medically proven to stop or cure back pain
- All of the people shown in the commercial trying the BeActive brace experienced immediate back pain relief
- You can buy it for only $19.99
- You can get two braces and still pay only $19.99
- If the brace does not cure your back pain you can send it back and get all of your money returned to you
What the TV ad actually says when taking a closer look
The commercial never actually says that it will cure or treat any back pain. Instead, the announcer uses phrases like
- “If you’re one of the millions who suffer from the agony of lower back pain you need BeActive”
- “Instantly helps ease discomfort in your lower back, buttocks and legs”
- “You’ll instantly begin experiencing relief”
The announcer never said that the Be Active brace will eliminate or cure any back pain. Instead he uses phrases like “you need Be Active”, “helps ease” and “begin experiencing relief”.
“Back pain often radiates from the lower back to your lower extremities. But apply Be Active to the trigger point on the calf muscle to instantly relieve pain“
In this phrase the announcer uses the word “often” – meaning that back pain does not always come from your lower back or go into your lower extremities (legs). He then uses the term “instantly relieve pain”, but in this context it would only apply to this specific type/cause of back pain.
“The secret is the accupoint pressure pad that gently compresses alleviating pain at the sciatic nerve and lower back for instant relief”
This statement claims “instant relief” but stops short of actually saying “will relieve your back pain”.
Beatrice M., Be Active user:
“...I feel the pressure point right behind my knee and right away I feel a release of pain in my lower back”
She said she feels a “release of pain”. She did not say “the pain went away” or “the pain in my back stopped”, she used the term “a release of pain“. We aren’t even sure what that means, but it does not seem like the type of statement the average person would use when describing pain relief.
Dr. Paul Lewandowski, DC (Chiropractor):
“Be Active provides firm pressure behind the knee on the specific pressure point which can help relieve the pain and suffering from sciatica”
Note that “Dr. Lewandowski” uses three key words in his testimonial: “can help relieve“. In other words, “might help relieve”. He does not say “will stop back pain”. He also qualifies the statement by specifying that it may help only with pain caused specifically from sciatica. Some people may also consider the use of a Chiropractor, which is not the same as a medial doctor, to be misleading.
Man on the street interviews
The commercial shows many people trying the Be Active brace at what appears to be a shopping mall, making claims such as:
- Wow, I can feel comfort already
- It’s like right away relief
- I just put it on, but I can feel it already easing the pain
- But now I don’t feel the pain at all
- You can’t see the relief? I can feel it
Not one of the people shown says “it stopped my back pain”, instead, they make vague and general statements about “relief” or “easing the pain” but never specify what kind of pain. We are never even told if these people currently even suffer from back pain or sciatica. It is also important to remember that testimonials such as these are opinion only and should not be considered as evidence that any product actually works as advertised.
“Be Active gives you the ability to instantly be active again!”
Although this statement sounds great, especially while watching a man working in his yard, it does not specifically say anything about stopping back pain.
“..easily adjusts to fit any leg so everyone can live pain free”
This statement does appear to infer that you can live pain free by using the Be Active brace, however at no time in the commercial or on the website are we given any medical evidence or scientific studies to back this claim. In reality, a search of the BeActiveBrace.com website finds this disclaimer:
Call now and we’ll double the offer free, just pay separate processing and handling… You get it all (2 Be Active braces) for just $19.99
Many people may understand this claim to mean “I can get two Be Active braces and I only need to send in $19.99”. But read the statement again closely! The announcer says they will double the offer for free, but then says “just pay separate processing and handling” – so, it’s not really “free” because you have to pay more. It’s only after going to the www.BeActiveBrace.com website where you find the actual cost of the brace as required by law, buried at the bottom of the page:
Your first BeActive will cost $19.99 plus $7.95 more for “processing and handling”. Your second “free” brace will cost you $7.95 more, for a total of $35.89. Many people would agree that nearly doubling the cost for your “free” knee brace is not really free.
If you don’t begin to get instant relief, send it back and owe nothing!
Most people would take this statement as meaning “if the brace does not cure my back pain I can send it back and get back all of the money that I paid”.
The www.BeActiveBrace.com website gives very little detail about the money back guarantee, but the published return policy does state that your money back guarantee does not include the shipping and handling that you pay. In other words, you will pay $35.89 for your $19.99 Be Active Brace, of which $15.90 is “shipping and handling”. Your money back guarantee would only return $19.99 of the $35.89 that you paid. Although not specified in the TV commercial or at the website, you may also have to pay return shipping charges.
What do you think about this TV commercial? Honest, or deceptive and tricky?