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DECEPTIVE ADVERTISING

DECEPTIVE ADVERTISING. CONTROLLED BY THE FTC (FEDERAL TRADE COMMISSION) DETERMINING WHETHER A CLAIM WILL MISLEAD CONSUMERS: USUALLY BEGINS WITH COMPLAINT(S) FTC SURVEY

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DECEPTIVE ADVERTISING

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  1. DECEPTIVE ADVERTISING

  2. CONTROLLED BY THE FTC (FEDERAL TRADE COMMISSION) • DETERMINING WHETHER A CLAIM WILL MISLEAD CONSUMERS: • USUALLY BEGINS WITH COMPLAINT(S) • FTC SURVEY • IF APPROXIMATELY 20% COMPREHEND THE AD AS MAKING A CLAIM THAT IS NOT TRUE, THE FTC CONSIDERS THIS SUFFICIENT PROOF TO DECLARE IT DECEPTIVE

  3. “PUFFERY” CONSIDERED OK • WE HAVE A HEALTHY SKEPTICISM OF ADS • THE NATURE OF ADVERTISING GROWS INCREASINGLY COMPLEX • IS IT AN EDITORIAL OR AN AD? • IS IT NEWS OR AN AD? • IS IT AN AD OR IS IT PART OF THE SCENERY?

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