For example, "ABC Mouthwash prevents colds" is an express claim that the product will prevent colds.
An express claim is literally made in the ad. The FTC looks at both "express" and "implied" claims. Rather than focusing on certain words, the FTC looks at the ad in context - words, phrases, and pictures - to determine what it conveys to consumers. The FTC looks at the ad from the point of view of the "reasonable consumer" - the typical person looking at the ad. How does the FTC determine if an ad is deceptive? it is not outweighed by the benefit to consumers.it causes or is likely to cause substantial consumer injury which a consumer could not reasonably avoid and.Is "material" - that is, important to a consumer's decision to buy or use the product.Īccording to the Federal Trade Commission Act and the FTC's Unfairness Policy Statement, an ad or business practice is unfair if:.Is likely to mislead consumers acting reasonably under the circumstances and.What makes an advertisement deceptive?Īccording to the FTC's Deception Policy Statement, an ad is deceptive if it contains a statement - or omits information - that: And every state has consumer protection laws that govern ads running in that state. Advertisers must have evidence to back up their claims andĪdditional laws apply to ads for specialized products like consumer leases, credit, 900 telephone numbers, and products sold through mail order or telephone sales.Advertising must be truthful and non-deceptive.What truth-in-advertising rules apply to advertisers? About the FTC Show/hide About the FTC menu items.News and Events Show/hide News and Events menu items.Advice and Guidance Show/hide Advice and Guidance menu items.Competition and Consumer Protection Guidance Documents.Enforcement Show/hide Enforcement menu items.
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Ocean Prey (A Prey Novel #31) (Paperback): Masked Prey (A Prey Novel #30) (Paperback): Neon Prey (A Prey Novel #29) (Paperback): Twisted Prey (A Prey Novel #28) (Paperback): Golden Prey (A Prey Novel #27) (Paperback): Gathering Prey (A Prey Novel #25) (Paperback):Įxtreme Prey (A Prey Novel #26) (Paperback): Stolen Prey (A Prey Novel #22) (Paperback):įield of Prey (A Prey Novel #24) (Paperback): Storm Prey (A Prey Novel #20) (Paperback):īuried Prey (A Prey Novel #21) (Paperback): Wicked Prey (A Prey Novel #19) (Paperback): Phantom Prey (A Prey Novel #18) (Paperback): Invisible Prey (A Prey Novel #17) (Paperback): Hidden Prey (A Prey Novel #15) (Paperback):īroken Prey (A Prey Novel #16) (Paperback): Naked Prey (A Prey Novel #14) (Paperback): Mortal Prey (A Prey Novel #13) (Paperback): Secret Prey (A Prey Novel #9) (Paperback):Ĭertain Prey (A Prey Novel #10) (Paperback):Ĭhosen Prey (A Prey Novel #12) (Paperback): Sudden Prey (A Prey Novel #8) (Paperback): Night Prey (A Prey Novel #6) (Paperback): Winter Prey (A Prey Novel #5) (Paperback): Silent Prey (A Prey Novel #4) (Paperback): Shadow Prey (A Prey Novel #2) (Paperback):Įyes of Prey (A Prey Novel #3) (Paperback): Rules of Prey (A Prey Novel #1) (Paperback): This is book number 23 in the A Prey Novel series.
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