False & Deceptive Advertising

1
False Deceptive Advertising

• Michelle Angeles
• Anil Bridgpal
• Sussan Oweifie
• Joseph Pattin

2
Identify the Problem

• False Advertising Advertising using statements
  in the form of unverified facts.
• Deceptive Advertising Advertising that is used
  to mislead consumers using implied false claims.

3
False Advertising

• Passing off goods or services as something they
  are not.
• Blatant lies and deliberately untrue statements
• Used to prevent the buyer from acting reasonably.

4
Deceptive Advertising

• Misleading claims
• Explicitly stated
• Implied verbally or visually
• Omissions of the truth

5
Camel Cigarettes

• Advertising campaign named Pleasure to Burn
• Sexually inviting image of a female.
• Implies that a Camel cigarette is the key to
  developing an intimate relationship with picture
  women.

6
Winston Cigarettes

• This ad directly appeals to young females.
• Shows a young women standing up for her self.
• Message to teenage girls, is that Smoking is a
  gutsy act of establishing independence

7
Blockbuster

• Advertised No More Late Fees
• After 8 days, customer is charged full price to
  credit card.
• If returned within 30 Days, customer is
  reimbursed the full price of movie.
• Still charged a restocking fees
• After 30 days, customer can not receive any
  reimbursement or return movie.

8
HeadOn

• Used to say Provide immediate relief of
  headaches
• No published studies shows that any of its
  ingredients alleviate headache pain.
• Sold 5 million tubes in past 11 months at 8 a
  piece. 40 million dollars.

9
Rebates

• Many companies have tricked customers with
  rebates telling them how much they save after
  rebates but in fine prints they tell you that you
  have only limited time to get your money back or
  the just dont give you your money back after
  filling out the rebates.

10
Introductory Offers

• Things not told directly to customers during
  advertisment
• 1)Transaction fee for Cash Equivalents 3 of
  each such cash advance (minimum 10).
• 2)Late-payment fee Based on your balance as of
  the day the fee is assessed- 15 if 100 or less
  29 if between 100.01 and 250 39 if over
  250.
• 3)Over-the-credit-limit fee Based on your
  balance as of the day the fee is assessed - 15
  if 500 or less 29 if between 500.01 and
  1000 39 if over 1000.

11
Misinterpretation

• For instance, a pharmaceutical company would be
  engaging in deceptive advertising if it
  advertised that consumers should buy a particular
  drug it manufactures because the drug has been
  approved by the U.S. Food and Drug Administration
  (FDA).
• No drug can be sold in the U.S. unless it has
  been approved by FDA. Therefore the claim, while
  literally true, is deceptive because it creates
  the false impression that drugs produced by
  others may not have been approved by FDA.

12
Unfinished Claims

• When these claims are made, they might often
  leave you asking yourself questions about it.
• Be the first to know CNN advertisement slogan.
• The first to know what?!

13
Uniqueness Claims

• These claims advertised the difference of the
  product amongst others, but this does not
  necessarily mean that the product is better than
  the rest.

• Nothing is better than Anadin -Anadin
  Advertisement Slogan.

14
Stating Facts

• This basically claims nothing and shows no real
  advantage over any other product.
• Rheingold, the natural beer made from grains and
  water Rheingold Beer Advertisement Slogan.
• All beers are made from these ingredients.

15
So What Claims

• These claims are almost like making factual
  statements, but it claims things that competing
  claims do not make or offer more of something in
  order to exceed the consumers normal
  expectations.
• Tropicana has orange juices that now have extra
  calcium
• Do you really need more calcium than what is
  already provided in orange juice?

16
Vague Claims

• A vague claim states things that are unclear, and
  not able to be verified.
• The best man can get Gillette advertisement
  slogan.
• There is no way to verify this!!!

17
Testimonial Claims

• A lot of companies will use famous people to
  advertise their product hoping to get consumers
  to buy the product and to believe the claim is
  based on being a celebrities fan.
• You too can have a body like mine Charles
  Atlas advertisement slogan.

18
Questionable Statistics

• Using claims that have not been verified.
• On the Centrum Website we find Higher levels
  of Vitamins B6 and B12 to support health
• Then at the bottom of the page These
  statements have not been evaluated by the Food
  and Drug Administration. These products are not
  intended to diagnose, treat, cure or prevent any
  disease.
• They put this on the bottom of the page knowing
  that some consumers will not bother to go that
  far down on the page after skimming at the
  information that is given.

19
Smarter Consumer Claims

• Making the person think that they are better for
  choosing whatever is being claimed.
• Choosy moms choose Jiff Jiff advertisement
  slogan.
• "The best tires in the world have Goodyear
  written all over them. -Goodyear tires
  advertising slogan.

20
The end

• Any Questions????