According to a study by America's McGill University published in Appetite magazine, gimmicks and rules are less effective than sticking to a simple long-term plan of calorie reduction and exercise when it comes to successful weight loss. At the end of the eight-week study period, only a quarter of women were still following a rule they had set for themselves, such as writing down everything they eat.
Women who focused solely on reducing calories were most successful, with an average weight loss of 3.3lbs. "The message to the average woman is that weight loss does not require sophisticated methods," said the study's head, Professor Bärbel Knäuper.
"Just exercising more and eating less is effective, but the key is to stick to this plan long term in order to see results rather than trying something new all the time."