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Jessica Alba Suing a Company for Claiming She Endorsed Its Post-Pregnancy Weight-Loss Product

Jessica Alba and the Kourtney Kardashian Belly Bandit.

The Belly Bandit is like a giant stretchy dinner mat with Velcro that new moms are supposed to wrap around their stomachs after childbirth to aid in weight loss. "Belly Bandit applies constant medical-grade pressure, which can result in body shaping, muscle memory and the reduction of stretch marks," the website reads. Jessica Alba is suing the company for $1 million in damages and a cut of the company's profits for claiming she endorsed the product when she wasn't getting any money to do so. Alba's photo was "prominently featured" on the website in the Celebrity Testimonials section (her image has since been removed), the lawsuit states.

The product, like so many, markets with celebrity endorsements. In fact, Sears designer Kourtney Kardashian has her own style of Belly Bandit in sassy black lace, so that it can double as a Velcro front-fastening tube top or corset while it smushes away post-pregnancy belly fat. No, really, that's not even a joke — the website calls the Kourtney version "our very first model that can actually be worn over clothing!" They add, "Kourtney has started a fad being seen around town with her latest accessory!" Rights to her image aside, can you blame Alba?

Jessica Alba sues maker of Belly Bandit for $1 million; Alba denies endorsing weight loss product [NYDN]

Photo: Jon Kopaloff/FilmMagic, Belly Bandit

Copyright © 2013, New York Media LLC. All Rights Reserved. The Cut® are registered trademarks of New York Media LLC.

Copyright © 2013, New York Media LLC.
All Rights Reserved.

Copyright © 2013, New York Media LLC. All Rights Reserved.

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