What kind of Advertising Claims Does the FTC Focus On?
The FTC pays closest attention to:
• Ads that make claims about health or safety, such as:
- ABC Sunscreen will reduce the risk of skin cancer.
- ABC Water Filters remove harmful chemicals from tap water.
- ABC Chainsaw's safety latch reduces the risk of injury.
• Ads that make claims that consumers would have trouble evaluating for themselves, such as:
- ABC Refrigerators will reduce your energy costs by 25%.
- ABC Gasoline decreases engine wear.
- ABC Hairspray is safe for the ozone.
Ads that make subjective claims or claims that consumers can judge for themselves (for example, "ABC Cola tastes great") receive less attention from the FTC.
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For more information, see here: http://business.ftc.gov/documents/bus35-advertising-faqs-guide-small-business
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