Digital Advertizing

Digital Advertising

Lesson 16: Advertisement Regulations

Untruthful advertising

There are four degrees of truth-

• Literal truth
  The statements are totally true. Everybody expects that this as the minimum standard that should be there in all ads. No scope for misleading.
• Deceptive truth
  Literally true, yet deceptive i.e., something tricky. For example a pain killer has not only aspirin but additional ingredients to make it more effective.
• Truth exaggerated
  Truths are exaggerated by making tall claims. It is known as puffery using flowery and ornamental language and false statements. These will have underlying meaning so that the advertiser will not be caught. These relate to warrantees and guarantees.
• Whole truth
  Both good and bad of the product are spoken. People expect these advertisements. Some dishonesty and untruthfulness are expected to some extent.