Deceptive Ad Examples

Identify the implied claim, then explain whether the ad would have a “tendency to mislead”. Shell gasoline is advertised as having “platformate” (neglecting to mention that all other brands have it too). A peanut butter is advertised touting the fact that it is cholesterol free (when all peanut butter, as a matter of fact, is cholesterol free).

Gerber surveyed 600 pediatricians, only 16% of whom recommended baby food to patients recommended Gerber’s.

“Bayer contains the ingredient that Doctors recommend most” (which of course is aspirin, which plenty of other brands contain too) A cereal advertised as “all natural” contains high amounts of refined white sugar. “Studies have shown Listerine is effective in preventing the common cold.” (The only study that showed this was conducted by the company; independent studies have been unable to confirm these findings.) Sara Lee (high calorie) desserts advertised as “Light Classics”. (When pressed to support this claim, Sara Lee said that ‘light’ referred only to the texture of the product.)

Glass marbles have been put in the soup to push the chunks up to the top.

Fake ice cream is used.

Airfares advertised as (cheap) one-way fares. (In fact, the advertised rate can only be obtained when one purchases a round- trip ticket.) Ads touting new “Extra Big Grab” bags of potato chips. (The bags are bigger, and the chips cost more, but the net weight of chips compared to the “Big Grab” bags are the same.) A newspaper ad for a retail store advertises vacuum cleaners for $129. (It fails to mention that this price applies only to demo models.) A children’s cereal is advertised as containing “less sugar than an apple”. (By percentage of weight, this is true, but the type of sugar is different, and the cereal lacks nutrients found in the apple.)

The Volvo’s roof had been specially reinforced, though this was not disclosed.

Cans of soda pop advertised as 1 calorie. (In fact, as stated on the back of the can, there is 1 calorie per serving and two servings per can.) In spray-on form, “I Can’t Believe It’s Not Butter” boasts 0 calories per serving. (In actuality, a small squirt is 4 calories, but by law, the company is allowed to claim 0 calories for 4 or under calories.) Efficin pain reliever is advertised as containing no aspirin, and the ads emphasize that aspirin has many side effects. (Efficin, however, has many of the same side effects, since it is chemically very similar to aspirin.)

POM claims that its pomegranate juice offers “improved heart and prostate health and better erectile function.” Sept. 2010, FTC charged it with deceptive advertising, on the grounds that these medical claims had not been proven. POM Wonderful has tried to defend itself on free speech grounds.

Volvo’s ads claim that it’s the safest car on the road. (True, in terms of deaths/injuries per vehicle, but largely because safer drivers choose Volvos.) “Trident chewing gum helps fight cavities.” (True, but not because there’s any special ingredient, but rather because any gum (or toothpick or toothbrush) can help dislodge debris on enamel.) “Last year hospitals dispensed ten times as much Tylenol as the next four brands combined.” (True, but largely because Tylenol is sold to hospitals at greatly discounted prices.)

Campbell’s ads for its “Heart Healthy Soups” emphasized the soups’ low cholesterol content. (They don’t disclose that the soups are high in sodium which is bad for those with heart problems.) A Dial soap ad claimed Dial was “the most effective deodorant soap you can buy.” (When asked to substantiate the claim, Armour Dial insisted that it was not claiming product superiority; all it meant was that Dial soap was as effective as any other soap.)