The FTCs Division of Advertising Practices protects consumers from deceptive and unsubstantiated advertising. Review what you have
The FTC’s Division of Advertising Practices protects consumers from deceptive and unsubstantiated advertising.
Review what you have learned by exploring the policies and guides available on the division’s Web site ( www.ftc. gov/bcp/menu-ads.htm ). Then answer the following questions:
a. Give a general description of what the FTC considers to be deceptive and unfair advertising.
b. Describe the requirements for substantiating advertising and the process advertisers and their agencies must undergo to do so.
c. Choose another topic covered on the site and discuss its relevance and importance to the advertising industry.
Be sure to check out the following sites related to the regulation of the advertising industry:
■ Council of Better Business Bureau’s National
Advertising Division (NAD): www.nadreview.org
■ Consumers International: www.consumersinternational.org
■ European Commission Consumer Protection
Directorate-General “Report on Advertising” (2005):
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