Some Home Truths about False Advertising

Both advertisers and their agencies are clearly at fault in the creation of advertisements which are either blantantly false or simply misleading.

Advertisers who deliberately tell ‘Black Lies’ – falsehoods – are deceitful. But agencies who knowingly accept these claims and publish the advertisements, are equally to blame. The also have a responsibility to society.

No less significant are ‘White Lies’ – the tactic of twisting sentences or manipulating language – to confuse or mislead the buyer.

Advertising guru, the King of Madison Avenue, David Ogilvy claimed that 99% of advertising didn’t sell much of anything. And it is the largely the perception of intelligent people to see through unfair and shoddy advertising that accounts for this revealing comment.

Let’s look at an example of non-fact known as puffery: “Our burgers are the best in town.” Did they try everybody else’s burgers first?

Here’s a good example of shoddy langauge. “Buy now and get a free discount.” If a discount is free, what exactly is a non-free discount? That’s a variation of an oxymoron.

Stupid claims are a dime a dozen. “There are a million ways to make a million dollars. Once you’ve made $50 you’re on the way.” If you can make $50 a week it’ll only take you 400 years to make your first million.

In 2007 an Advertising Journal in the United Kingdom conducted a research into the use of humor in advertising. It found that humor increased viewing, but 3 out of every 4 advertisements contained deceptive claims. Sure, people enjoy a good laugh, but not at their own expense.

Politicians often twist language in parliamentary debate to confuse. “Last month 20 000 new jobs were created.” But there’s no mention of how many jobs were lost.

Lawyers are expert in the manipulation of language to sway the judgement of the jury. Furthermore, always check the fine print of legal documents. Caveat Emptor!

No essay about false advertising claims would be complete without reference to the Health Industry. Unrealistic benefits, false claims and straight-forward lies are common.

In the United States, just recently, a major Healthcare company has been subject to a class action charge for the use of false and decepetive advertising benefits.

Advertisers need to be most careful in the choice of not just suitable language in creating their advertisement, but of totally unambiguous claims. The public are not stupid. Treat them with the utmost respect and honesty.

Lloyd Masel, Marketing Consultant. More about me on my Profile.