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Lose five pounds a week. Drop 30 pounds in 30 days. Natural weight loss without dieting.

If these claims sound too good to be true, that's because they are. Misleading weight-loss advertising is everywhere - magazines, radio, television, the Internet and supplement stores.

Claims that promise a fast track to weight loss with little or no effort prey on consumers' hopes - that this new program or formula is finally the answer.

The fact that the multibillion-dollar North American weight-loss industry is made up of far-fetched claims promising quick, easy results has prompted an editorial in this week's Canadian Medical Association Journal calling for regulation of commercial weight-loss programs.

As a registered dietitian in private practice who develops weight-loss programs for clients, I'm actually in favour of regulation.

Too often I've seen people abandon skepticism and fall victim to weight-loss schemes that smack of questionable methods including very low-calorie plans, B-vitamin shots and special supplements.

Very low-calorie diets, if not medically supervised, are unsafe; they can cause dehydration, lethargy and nutrient deficiencies. Rapid weight loss can also cause muscle loss. When you lose muscle the body's metabolism slows down, making it more difficult to continue to lose weight and easier to gain it back.

The cycle of losing and regaining weight also has psychological consequences. People who have regained a weight loss - or who are unable to stick to an inflexible plan - feel defeated. Feelings of failure deflate self-esteem and the confidence in one's ability to lose weight. These folks may be less likely to try a program that actually works for the long term.

The magic-bullet approach to losing weight won't go away unless weight-loss programs and providers are accredited to ensure quality. There are evidence-based treatment guidelines for safe and effective weight loss. In order to protect consumers from harm - and from being swindled - companies and individuals selling weight-loss services should meet set standards. Weight-loss products should also be subject to regulatory approval before they're available on store shelves.

People don't fail diets. Diets fail people. You need to make changes to your eating and exercise habits that work today, six months from now, and years down the road. Success at weight loss means maintaining that loss over the long term.

If you're shopping for a commercial weight-loss program, become an educated consumer. Ask questions before emptying your wallet.

Does the program exclude any food group?

A sound weight-loss program should be balanced and include foods from all four food groups. If it does not, the diet will be lacking certain nutrients and a vitamin supplement may be required.

Does the program rely on specially purchased foods?

Eating packaged meals requires little effort, but you're living in an artificial environment. These programs don't teach you how to eat in the real world - how to grocery shop, cook healthy foods and navigate restaurant menus. To maintain your weight loss, you'll need to learn these skills.

Does the program promote a loss of one to two pounds per week?

It may not sound sexy, but it is safe and effective. Programs that promise rapid weight loss can be unsafe and should only be undertaken with a doctor's supervision.

Does the program promote exercise?

A good program should encourage exercise and other lifestyle habits that will help you lose weight and, importantly, keep it off.

Does the program offer one-on-one or group sessions?

Some people prefer the motivation that comes from being with people who share similar concerns. Other people do better if they get the one-on-one attention that comes from a personal coach.

Does the program emphasize weight maintenance?

Find out what happens once the program ends. Does it teach you strategies that will help you keep the weight off - how to deal with social pressures, emotional eating, how to read nutrition labels and so on.

How much does the program cost?

Ask for a price list that includes all weekly visit fees and costs for items such as diagnostic tests, meal replacements and supplements. That initial $49 a month may sound inexpensive, but once you add in all the extras the price can jump considerably. Avoid surprises by asking ahead.

What are the qualifications of the counsellors?

Ask about training, experience and credentials. A reputable person should have a background or an affiliation with an accredited university or hospital offering programs in nutrition or medicine. Beware of the title "nutritionist" since this is not a licensed designation. Keep in mind that most retail employees selling weight-loss products will have inadequate knowledge and training.

Does the diet promote  a way of eating that's good for your kids?

If it's not healthy for them, it isn't for you.

*****

Quick! Easy! Miraculous!

The following red flags usually mean a program or product is too good to be true:

Promises quick, dramatic, miraculous results. Safe weight-loss plans promote a weight loss of about two pounds a week.

Guarantees "easy" weight loss. The only way to lose weight is to burn off more calories than you eat, a task that requires self-discipline.

Promotes a supplement as the sole means to weight loss. If you don't change how you eat and what you eat, no special supplement will make you lose weight.

Offers enticing testimonials and anecdotes. Testimonials are easy to get and are not based on scientific evidence - they are biased and unreliable.

Offers "money back guarantee" if you're not satisfied. Even those companies willing to return your money know that very few people will bother to return the product.

Leslie Beck, a Toronto-based dietitian at the Medcan Clinic, is on CTV's Canada AM every Wednesday. Her website is lesliebeck.com.

www.lesliebeck.com