Deceptive Advertising Essay

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Marketing Term Paper
Deceptive Advertising

Deceptive advertising has been around since the beginning of time and still prevalent today. Sometimes it is done unknowingly by an advertiser, however more often than not; it is done with the intent to mislead the consumer making deceptive advertising a relevant marketing ethics issue. Deceptive advertising is a growing trend among business in our society. This trend includes directly trying to deceive consumers into thinking that they are getting something great but in reality they are getting nothing. All age groups are targeted by deceptive advertising it is just a matter of how consumer savvy you are. Almost all companies are guilty of this crime, including Phillip Morris Tobacco, weight
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Over the years the Federal Trade Commission has taken action against many business accused of engaging in deceptive advertising. If Federal Trade Commission investigators are convinced that an ad violates the law, they usually try to bring the violator in voluntary compliance. If that doesn't work, the Federal Trade Commission can issue a cease-and-desist order and bring a civil lawsuit on behalf of people, who have been harmed. Consumers often have the right to sue advertisers under the state consumer protection laws. For example, someone who buys a product in reliance on a deceptive ad might sue in small claims court for a refund or join others to sue for a huge sum in another court. Companies use different models for advertising. According to David Gardner (1975) there are three types of deceptive advertising. Fraudulent advertising which is an outright lie, false advertising which "involves a claim-fact discrepancy", such as not disclosing all the conditions to receive a certain promotion or price, and misleading advertising which involves a "claim-belief interaction" (Assael, 1998). An example of claim-belief deception is the Warner-Lambert Listerine case. The label on the Listerine mouthwash bottle stated "Kills Germs By Millions On Contact" immediately followed by "For General Oral Hygiene, Bad Breath, Colds and Resultant Sore Throats".
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