Deceptive Advertising

1524 Words Oct 8th, 2006 7 Pages
Marketing Term Paper
Principles of Marketing
MKT 2423
Angela Hanson

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
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According to the Better Business Bureau, "an advertisement as a whole may be misleading although every sentence separately is considered true." Second, the Federal Trade Commission examines the misrepresentation from the view of a "reasonable" consumer or particular target group such as the elderly. And finally, "the representation, omission or practice must be a "material one". This means that if the misrepresentation is likely to affect the consumers decision whether or not to use or purchase a certain product or service, this is considered material since the consumer may have decided differently if not for the deceptive advertising (Federal Trade Commission, 1998[on-line]). The 1990's have brought on some new targets for deceptive advertisers as well as a new focus for Federal Trade Commission and the Better Business Bureau. The main target of the 90's include: antioxidant claims, the diet industry for misrepresenting weight loss claims, environmental or green marketing claims for products claiming that they are good for the environment and are not, 900 numbers for misrepresenting the costs of phones call and the internet. In one year, United Weight Control, Nutri/System, Inc, the Diet Center, Physician Weight Loss Clinic, Weight Watchers International, Inc and Jenny Craig had all been cited for deceptive advertising and were made to modify their advertising and marketing practices. The internet has also
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