False Advertising
False advertising is a no-go for brands that want to build a trustworthy relationship with their customer base. Thankfully, false advertising is not as prevalent with major brands as it used to be. However, many small brands, especially online, will try to deceive their customers into purchasing a product or service that isn’t really what they’re advertising.
So what is false advertising, and how can reputable brands avoid accidentally making a false ad?
What is False Advertising?
False advertising can be defined as the use of false or misleading information in order to advertise products or services to the public. A consumer’s ability to understand that an advertisement is misleading can be impaired by a number of factors, namely emotional states. Positive or gullible people are much more likely to fall victim to false advertising.
Advertisers that use fraudulent advertising will often make claims without citing sources, edit the appearance of their product to be completely different, or claim that a product has a specific health benefit that is completely bogus. In the scope of health and fitness advertising, false advertising will often involve claiming a supplement can cure an illness or that a specific workout routine will change a person’s entire body composition. Some other common types of ad deception include:
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Photobleaching
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Leaving out crucial information
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Hidden fees and surcharges
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Manipulation
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Oversized packaging or some type of product filler
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Comparative ads
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Term manipulation
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Incomplete or inconsistent comparison
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Misleading graphics or photos
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Bait-and-switch
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Bogus guarantees
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Acceptance by default