False Advertising By: Diana Cruz

What it is? The use of misleading statements in advertising which affect consumers.

Olay definity eye cream Claimed “Because younger looking eyes never go out of fashion”. Turns out ads of former model Twiggy were retouched. Consumers and critics could not believe image was real compared to her other photos.

Fake Real

Result Triggered more than 700 complaints Resulted in customer’s perception of most Olay products “fake”

How are YOU protected: FTC (Federal Trade Commission) Federal states that ad must be truthful and not misleading Looks especially towards claims about food and alcohol products If found with a case they file actions in federal court

FTC stops bogus pill False weight loss pill did not work Unauthorized endorsements from Oprah Winfrey As a result: Commission freezes their assets Commission seeks to refund money to affected customers

Should companies be held accountable? No Not all products are going to work for everybody Results will vary depending on each person

Good Advertising Successful advertising succeeds through fun positive feelings rather than use of persuasion

Nike commercial

Summary Companies need to take in consideration to not use misleading facts Let consumers know that results may vary Do not use “facts” unless they are true Consumers are protected under the FTC

References https://www.ftc.gov/news-events/press-releases/2015/05/ftc-halts-deceptive-marketing-bogus-weight-loss- products http://www.dailymail.co.uk/femail/article-2655351/The-art-deceptive-advertising-From-brown-shoe-polish- burgers-hairspray-brighter-ingredients-commercials-trick-buying-products.html https://www.google.com/search?q=american+express+false+advertising&espv=2&biw=1280&bih=923&source=l nms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwjPpLnQg- fLAhWC8CYKHXreCpYQ_AUIBygC&dpr=1#tbm=isch&q=american+false+advertising