False AdvertisingAdvertising is common tools in industry. Many companies spendmillions even billions in this section to pay celebrities and ideas sincesurveys prove that advertising plays big role in their income. Theyproduce branding image which are unique, strong, catchy, and easy-to-remember for their consumers. Talking about advertising, on the onehand, it is good for its functions, displays, etc; on the other hand,sometimes it is too good to be true, the way they bring the messages tothe consumers which state “the number one …”, “you may see the resultin just...”, so on and so forth. Illogical sounding absolutely has to beconsidered in big portion by consumers. Consumers have to be aware of the dangers in health and safety of such false advertising.False advertising might describe in two aspects, in term of definitionand requirements. Based on Tricia Ellis-Christensen, false advertising isany type of advertising that deceives consumers. Consumers believe thatthey will earn several benefits such as good deal, saving money, or buyingsomething that will perform in a specific manner, yet almost all of themare non-existing at all. While the definition that might found in theglossary of research lawyer state that false advertising is the crime or tortof publishing, broadcasting, or otherwise publicly distributing anadvertisement that contains an untrue, misleading, or deceptiverepresentation or statement which was made knowingly or recklessly andwith the intent to promote the sale of property, goods, or services to thepublic. To be considered as false, advertising has to pass fiverequirements. Those are state a false statement of fact, potentiallydeceive a substantial portion of its targeted audience, likely affect thepurchasing decisions, involve goods or services in interstate commerce(politics exclude), and resulted in or is likely to result in injury to theplaintiff. We have to keep in mind that false advertising is deceptive,misleading, untrue, criminal, even dangerous, just in case to highlypersuade the consumers to buy the goods and services.
Deceptive Advertising Essay
1503 Words7 Pages
Marketing Term Paper
Deceptive advertising has been around since the beginning of time and still prevalent today. Sometimes it is done unknowingly by an advertiser, however more often than not; it is done with the intent to mislead the consumer making deceptive advertising a relevant marketing ethics issue. Deceptive advertising is a growing trend among business in our society. This trend includes directly trying to deceive consumers into thinking that they are getting something great but in reality they are getting nothing. All age groups are targeted by deceptive advertising it is just a matter of how consumer savvy you are. Almost all companies are guilty of this crime, including Phillip Morris Tobacco, weight…show more content…
Over the years the Federal Trade Commission has taken action against many business accused of engaging in deceptive advertising. If Federal Trade Commission investigators are convinced that an ad violates the law, they usually try to bring the violator in voluntary compliance. If that doesn't work, the Federal Trade Commission can issue a cease-and-desist order and bring a civil lawsuit on behalf of people, who have been harmed. Consumers often have the right to sue advertisers under the state consumer protection laws. For example, someone who buys a product in reliance on a deceptive ad might sue in small claims court for a refund or join others to sue for a huge sum in another court. Companies use different models for advertising. According to David Gardner (1975) there are three types of deceptive advertising. Fraudulent advertising which is an outright lie, false advertising which "involves a claim-fact discrepancy", such as not disclosing all the conditions to receive a certain promotion or price, and misleading advertising which involves a "claim-belief interaction" (Assael, 1998). An example of claim-belief deception is the Warner-Lambert Listerine case. The label on the Listerine mouthwash bottle stated "Kills Germs By Millions On Contact" immediately followed by "For General Oral Hygiene, Bad Breath, Colds and Resultant Sore Throats".