Skechers settles with feds and states over sexy Kim Kardashian ads

The above tease from Kim Kardashian connects Skechers Shape-ups with great sex, and federal and state regulators say that's false advertising (ya think?). Manhattan Beach-based Skechers has agreed to a $40-million settlement with the Federal Trade Commission and a $5-million settlement with a group of 44 state attorneys general. Most of the money will be distributed to consumers who bought Shape-ups. "When comparing its toning footwear to standard fitness shoes, Skechers put its foot in its mouth by making unproven claims that its toning footwear strengthened muscles, increases weight loss, reduces body fat and improves circulation and aerobic conditioning," said David Vladeck, director of the FTC's Bureau of Consumer Protection. From the LAT:

Company President Michael Greenberg said that wearing Shape-ups., Tone-ups and other toning shoes "can lead to increased leg muscle activation, increased calorie burn, improved posture and reduced back pain." "The company has received overwhelmingly enthusiastic feedback from literally thousands of customers who have tried our toning shoes for themselves and have written unsolicited testimonials about their positive experiences -- not just with our products' exercise benefits, but also with their well-known comfort and style," he said. But federal and state officials told a different story Wednesday. They said Skechers made false and unsubstantiated claims in high-profile ads, such as one featuring celebrity Kim Kardashian that aired during the 2011 Super Bowl, that people who wore the shoes would lose more weight and get more muscle tone than they would with regular fitness shoes.