Advertising
and the Law
Some
basic guidelines: |
| • |
Tell
the truth, show the truth. Your product must be shown exactly as the
customer buys it in all material respects. |
| • |
Make
the general impression truthful. Advertising will be judged not by
what it says, but by what the consumer thinks it says. |
| • |
Avoid
"weasels" and dangling comparisons. Make claims and comparisons complete
and clear. |
| • |
Substantiate
product claims. You must have high-quality research or evidence that
the claim is true, and you must be able to prove that a majority of
buyers think the claim is correct. |
| • |
Back
testimonials with research. It's not enough that a customer thinks
your product is better. You need evidence that the product will in
fact do what the testimonials say it will do. The spokespeople must
represent a majority of buyers. They must have come to these views
before any "consideration." |
