Advertising and Marketing Basics

Under the law, claims in advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. For some specialized products or services, additional rules may apply.

Guidance

Promoters of fraudulent business opportunities run ads where their targets are likely to see them: in daily and weekly newspapers, in magazines, and on the Internet. Advertising sales staff with a well-trained eye can recognize – and reject – ads promoting bogus promotions.
Advertising on the Internet? The rules that apply to other forms of advertising apply to online marketing, too. These standards protect businesses and consumers – and help maintain the credibility of the Internet as an advertising medium.
Focusing on federal truth-in-advertising standards, this A-to-Z primer is an essential resource for businesses of any size.
If the disclosure of information is necessary to prevent an ad from being deceptive, the disclosure must be clear and conspicuous. Read more about why fine print is not so fine in advertising and what you need to do to disclose the details of the deal.
Do you sell products by mail, by phone, or online? This publication discusses what the FTC's Mail Order Rule covers, offers how-to compliance advice, answers common questions, explains where to go for more information – and includes a copy of the Rule.
Do your product warranties comply with law? This guide explains the Magnuson-Moss Warranty Act, the federal law governing warranties on consumer products.
Do you know the buzz words that may be a tip-off to a rip-off? By spotting – and stopping – deceptive ads before they run in your publication or on your station, your sales staff can help maintain your reputation for accuracy.
Do you offer warranties on your products? This guide can help you cut through the legal-ese and meet your legal obligation to write warranties buyers can understand.