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The Truth in Advertising


Most of us have seen at least a dozen different toothpaste commercials that claim, "Three out of four dentists recommend...." You may have wondered, as I did, how each of these claims could be possibly be true. They are based on statistical evidence, so why are there such varied results? If you listen to advertising, there seems to be no clear consensus on which health-related products--aspirin, cough syrup, antihistamines--are the best.

They are all recommended by 3 out of 4 professionals. Is it possible they are making false claims? The truth is that they are all telling the truth. When it comes to marketing a health product, the FTC (Federal Trade Commission) is always watching to make sure advertisers never tell a lie. Statements such as _____ reduces the risk of cancer, ______ removes harmful toxins from your water, or _____ fights plaque and reduces gingivitis, must all be substantiated. In other words, the products must do what they claim. To avoid the wrath of the FTC, it is always best to tell the truth about your product or service, especially in the health industry. But what is truth? In subjective terms it is difficult to discern.

However, the FTC has many guidelines to help you find truth in your advertising:

*Before you run an ad, you have to have a "reasonable basis" for your claims. A "reasonable basis" is objective evidence that supports the claim. At a minimum, an advertiser must have the level of evidence that it claims to have. The statement "two out of three doctors recommend..." must be supported by a reliable survey.

*If the ad isn't specific, the FTC looks at several factors to determine what level of proof is necessary, including what experts in the field think is needed to support the claim.

*Ads that make health or safety claims must be supported by "competent and reliable scientific evidence" - tests, studies, or other scientific evidence that has been evaluated by people qualified to interpret it. Any tests or studies must be conducted using methods that experts in the field deem acceptable.

These are just a few of the guidelines to consider when making an advertising claim. But don't be too worried. As long as you tell the truth, the whole truth, and nothing but the truth, there is no reason to keep looking over your shoulder. Jane Jarvis knows the advantage of truth in advertising, and isn't afraid to use it.

About The Author

Jarvis is co-founder of cancercuresecrets.com, offering a controversial ebook that details the cancer cures you've never heard of, and the reasons you've never heard of them. To check out this revolutionary ebook, visit http://www.cancercuresecrets.com

[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. June / 24 / 2024

Netflix's Advertising Challenge: It Isn't Big Enough - Bloomberg
Netflix's Advertising Challenge: It Isn't Big Enough  Bloomberg

Amazon is a top pick: Wedbush analyst on digital advertising - Yahoo Finance
Amazon is a top pick: Wedbush analyst on digital advertising  Yahoo Finance

TikTok advertisers prepare contingency plans as US ban looms - Financial Times
TikTok advertisers prepare contingency plans as US ban looms  Financial Times

Black Out: The Disappearance of Black Couples in Advertising | Black Writers Week - Roger Ebert
Black Out: The Disappearance of Black Couples in Advertising | Black Writers Week  Roger Ebert

ICC reacts after Virat Kohli crawls underneath advertising platform in search of ball during IND vs BAN Super 8 clash - Hindustan Times
ICC reacts after Virat Kohli crawls underneath advertising platform in search of ball during IND vs BAN Super 8 clash  Hindustan Times

Why the 'year of gaming' might be the ad industry's next 'year of mobile' - Digiday
Why the 'year of gaming' might be the ad industry's next 'year of mobile'  Digiday

'Vita 500 ZERO' goes viral after selecting aespa's Karina as advertising model - allkpop
'Vita 500 ZERO' goes viral after selecting aespa's Karina as advertising model  allkpop

Elon Musk woos advertisers at Cannes Lions — or tries to - MSNBC
Elon Musk woos advertisers at Cannes Lions — or tries to  MSNBC

Pride Festival, Junior Charity League seek Advertising and Promotion Commission funds for future events - Magnoliareporter
Pride Festival, Junior Charity League seek Advertising and Promotion Commission funds for future events  Magnoliareporter

Op-Ed: Ban Bus Wraps and Spare Riders the Barrage of Advertisements - The Urbanist
Op-Ed: Ban Bus Wraps and Spare Riders the Barrage of Advertisements  The Urbanist

DCCC reserves $1 million in early advertising spots to boost Vargas • Nebraska Examiner - Nebraska Examiner
DCCC reserves $1 million in early advertising spots to boost Vargas • Nebraska Examiner  Nebraska Examiner

Opinion | It's Time to Ban Pharmaceutical Advertising - The New York Times
Opinion | It's Time to Ban Pharmaceutical Advertising  The New York Times

UNM student’s Zozobra design selected for advertising - KRQE News 13
UNM student’s Zozobra design selected for advertising  KRQE News 13

Traveler photographs frustrating advertising scheme on airport water fountain: 'It's ridiculous that it's the only option' - The Cool Down
Traveler photographs frustrating advertising scheme on airport water fountain: 'It's ridiculous that it's the only option'  The Cool Down

Amazon is already disrupting the streaming advertising market — here's how - Yahoo Finance
Amazon is already disrupting the streaming advertising market — here's how  Yahoo Finance

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

Confused by advertising speak? These gorgeous illustrations cut through the jargon - Creative Bloq
Confused by advertising speak? These gorgeous illustrations cut through the jargon  Creative Bloq

Reform UK leader Nigel Farage claims Google blocked party advertisements - JURIST
Reform UK leader Nigel Farage claims Google blocked party advertisements  JURIST

Why advertising is a force for LGBTQ+ equity - Think with Google
Why advertising is a force for LGBTQ+ equity  Think with Google

Retail media advertisers will spend nearly identical amounts on on-site and off-site display ads in 2024 - eMarketer
Retail media advertisers will spend nearly identical amounts on on-site and off-site display ads in 2024  eMarketer

Biden plans Latino organizing, advertising push around Copa América - The Washington Post
Biden plans Latino organizing, advertising push around Copa América  The Washington Post

Exiting Tesla exec suggests spending 1% of revenue on advertising - Electrek.co
Exiting Tesla exec suggests spending 1% of revenue on advertising  Electrek.co

'Many more to come': Finnish food delivery company Wolt announces PepsiCo advertising service tie up — Retail ... - Retail Technology Innovation Hub
'Many more to come': Finnish food delivery company Wolt announces PepsiCo advertising service tie up — Retail ...  Retail Technology Innovation Hub

Food Advertising, Labeling, and Litigation Conference - Food and Drug Law Institute
Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

Elon Musk Visits Cannes Lions to Woo Advertisers - The New York Times
Elon Musk Visits Cannes Lions to Woo Advertisers  The New York Times

Advertising wars ramp up in 3rd Congressional District as primary to replace Lauren Boebert nears - The Aspen Times
Advertising wars ramp up in 3rd Congressional District as primary to replace Lauren Boebert nears  The Aspen Times

The Trade Desk shuts advertisers' access to Yahoo's video content - Digiday
The Trade Desk shuts advertisers' access to Yahoo's video content  Digiday

Lamar Airport Advertising Expands Business Development Team, Names Rick Schiffmann Director of Airport ... - Aviation Pros
Lamar Airport Advertising Expands Business Development Team, Names Rick Schiffmann Director of Airport ...  Aviation Pros

X boss Elon Musk softens 'go f--- yourself' comment as he tries to woo advertisers back - CNBC
X boss Elon Musk softens 'go f--- yourself' comment as he tries to woo advertisers back  CNBC

Industry Insiders Talk Generating Culture, Finding Humor in Advertising and the Future of Marketing at Variety Cannes Lions Studio - Variety
Industry Insiders Talk Generating Culture, Finding Humor in Advertising and the Future of Marketing at Variety Cannes Lions Studio  Variety

Elon Musk is trying to woo advertisers after telling them to ‘go f–k yourself’ - CNN
Elon Musk is trying to woo advertisers after telling them to ‘go f–k yourself’  CNN

FOX AND THE TRADE DESK ANNOUNCE EXTENSIVE ADVERTISING INTEGRATIONS ACROSS FOX PORTFOLIO - PR Newswire
FOX AND THE TRADE DESK ANNOUNCE EXTENSIVE ADVERTISING INTEGRATIONS ACROSS FOX PORTFOLIO  PR Newswire

How much better is the pay for in-house creative teams versus ad agencies? - Storyboard18
How much better is the pay for in-house creative teams versus ad agencies?  Storyboard18

Yahoo Launches 'Yahoo Creative' Combining Data and Creative Insight for Advertisers - Branding in Asia Magazine
Yahoo Launches 'Yahoo Creative' Combining Data and Creative Insight for Advertisers  Branding in Asia Magazine

Two-thirds of advertisers bought ads on misinformation sites, researchers find - Marketing Brew
Two-thirds of advertisers bought ads on misinformation sites, researchers find  Marketing Brew

T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices - The Verge
T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices  The Verge

Elon Musk attempts to woo advertisers back to X at 2024 Cannes Lions - Axios
Elon Musk attempts to woo advertisers back to X at 2024 Cannes Lions  Axios

'Premium Content' Is Center of the Debate in Digital Advertising - Business Insider
'Premium Content' Is Center of the Debate in Digital Advertising  Business Insider

Disney’s Aggressive Bid for Streaming Ads Leaves Video Rivals Scrambling (EXCLUSIVE) - Variety
Disney’s Aggressive Bid for Streaming Ads Leaves Video Rivals Scrambling (EXCLUSIVE)  Variety

IRDAI prohibits insurance firms from advertising ULIPs as 'investment product' - Storyboard18
IRDAI prohibits insurance firms from advertising ULIPs as 'investment product'  Storyboard18

Commoditisation of the Homo Sapien - ETBrandEquity
Commoditisation of the Homo Sapien  ETBrandEquity

Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising - Mozilla & Firefox
Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising  Mozilla & Firefox

Amazon's AI image generator for advertisers adds new feature - About Amazon
Amazon's AI image generator for advertisers adds new feature  About Amazon

Did Bilibili Inc. (BILI)'s Advertising Segment Growth Help It Get a Rating Upgrade From Analysts? - Yahoo Finance
Did Bilibili Inc. (BILI)'s Advertising Segment Growth Help It Get a Rating Upgrade From Analysts?  Yahoo Finance

Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter - Charter Communications
Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter  Charter Communications

What Is Facebook Advertising and How Does It Work? (2024) - Shopify
What Is Facebook Advertising and How Does It Work? (2024)  Shopify

FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ... - Broadcast Law Blog
FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ...  Broadcast Law Blog

Disney Is Courting a New Group of Advertisers It's Betting Could Drive Billions In Revenue - Adweek
Disney Is Courting a New Group of Advertisers It's Betting Could Drive Billions In Revenue  Adweek

The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White? - The New York Times
The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White?  The New York Times

The Advertising Research Foundation Renews Call For Move To TV-Accessible Households as Basis of TV Audience ... - GlobeNewswire
The Advertising Research Foundation Renews Call For Move To TV-Accessible Households as Basis of TV Audience ...  GlobeNewswire

Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction - PBS NewsHour
Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction  PBS NewsHour

Google loses bid to end US antitrust case over digital advertising - Reuters
Google loses bid to end US antitrust case over digital advertising  Reuters

Key Political TV Advertising States: Don't Mean A Thing Without That Swing 06/21/2024 - MediaPost Communications
Key Political TV Advertising States: Don't Mean A Thing Without That Swing 06/21/2024  MediaPost Communications

Why Humour Is Worth the Risk in Advertising | LBBOnline - Little Black Book
Why Humour Is Worth the Risk in Advertising | LBBOnline  Little Black Book

Advertising is now a 'meritocracy' in the wake of social media, Resy co-founder Gary Vaynerchuk says - CNBC
Advertising is now a 'meritocracy' in the wake of social media, Resy co-founder Gary Vaynerchuk says  CNBC

Elon Musk pitched advertisers at Cannes. Will they bite? - Fast Company
Elon Musk pitched advertisers at Cannes. Will they bite?  Fast Company

Briefing: TikTok Announces AI Avatars for Advertising - The Information
Briefing: TikTok Announces AI Avatars for Advertising  The Information

'We're all just fumbling around': Advertising on Substack remains a Wild West for brands - Modern Retail
'We're all just fumbling around': Advertising on Substack remains a Wild West for brands  Modern Retail

Why advertisers pay more to reach viewers who watch less - Phys.org
Why advertisers pay more to reach viewers who watch less  Phys.org

Fox Expands Its Advanced Advertising Relationship With The Trade Desk - Next TV
Fox Expands Its Advanced Advertising Relationship With The Trade Desk  Next TV

Why some cities are banning fossil fuel advertisements - The Washington Post
Why some cities are banning fossil fuel advertisements  The Washington Post

Labelling is a popular choice as a way to control fossil fuel advertising – new study - The Conversation
Labelling is a popular choice as a way to control fossil fuel advertising – new study  The Conversation

Elon Musk Pitches Advertisers on a Return to X, Months After Telling Some to 'F' Themselves - The Wall Street Journal
Elon Musk Pitches Advertisers on a Return to X, Months After Telling Some to 'F' Themselves  The Wall Street Journal

Soccer publishers pitch U.S. advertisers on evergreen sponsorship around the sport - Digiday
Soccer publishers pitch U.S. advertisers on evergreen sponsorship around the sport  Digiday

Public support traffic-light labeling for advertising high-carbon products like petrol cars and air travel - Tech Xplore
Public support traffic-light labeling for advertising high-carbon products like petrol cars and air travel  Tech Xplore

The Steel of India controversy: Who owns creative ideas in advertising? - MediaNews4U
The Steel of India controversy: Who owns creative ideas in advertising?  MediaNews4U

“Advertising Helped Me Write About Serial Killers” | LBBOnline - Little Black Book
“Advertising Helped Me Write About Serial Killers” | LBBOnline  Little Black Book

Elon Musk told advertisers to go f*** themselves last year—today in Cannes he explained why - Fortune
Elon Musk told advertisers to go f*** themselves last year—today in Cannes he explained why  Fortune

Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More - Inc.
Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More  Inc.

YouTube's Approach to User Consent in a New Era of Digital Advertising - Smartphone Magazine
YouTube's Approach to User Consent in a New Era of Digital Advertising  Smartphone Magazine

Elon Musk walks back 'go f— yourself' comments to X advertisers - Quartz
Elon Musk walks back 'go f— yourself' comments to X advertisers  Quartz

Why Elon Musk's newest pitch to advertisers won't work - Business Insider
Why Elon Musk's newest pitch to advertisers won't work  Business Insider

Biden team announces $50M campaign highlighting Trump conviction: Election 2024 - The Associated Press
Biden team announces $50M campaign highlighting Trump conviction: Election 2024  The Associated Press

SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising - Yahoo Finance
SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising  Yahoo Finance

Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content - Nielsen
Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content  Nielsen

Wishing A Happy Summer To Our Advertisers - Above the Law
Wishing A Happy Summer To Our Advertisers  Above the Law

TikTok advertisers prepare contingency plans as US ban looms - New Zealand Herald
TikTok advertisers prepare contingency plans as US ban looms  New Zealand Herald

LevLane Advertising and Rosy Wellness Release Women's Health White Paper: "The Women Are Not Alright" - GlobeNewswire
LevLane Advertising and Rosy Wellness Release Women's Health White Paper: "The Women Are Not Alright"  GlobeNewswire

MNTN CEO Mark Douglas talks Elon Musk looking to bring advertisers back to X - CNBC
MNTN CEO Mark Douglas talks Elon Musk looking to bring advertisers back to X  CNBC

UnitingSA launches new campaign for its Winter Homeless Appeal via Black Sheep Advertising - Campaign Brief
UnitingSA launches new campaign for its Winter Homeless Appeal via Black Sheep Advertising  Campaign Brief

Zacks Industry Outlook Highlights Lamar Advertising, Americold Realty Trust and Farmland Partners - Yahoo Finance
Zacks Industry Outlook Highlights Lamar Advertising, Americold Realty Trust and Farmland Partners  Yahoo Finance

Why Euro 2024 is 'a big step change' for the areas advertisers will rely on - Digiday
Why Euro 2024 is 'a big step change' for the areas advertisers will rely on  Digiday

Streaming’s Beachfront Property, The Home Screen, Draws Interest From Advertisers - Deadline
Streaming’s Beachfront Property, The Home Screen, Draws Interest From Advertisers  Deadline

Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach - Inc.
Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach  Inc.

Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing? - Investopedia
Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing?  Investopedia

Why advertisers pay more to reach viewers who watch less - Stanford University News
Why advertisers pay more to reach viewers who watch less  Stanford University News

The changing face of advertising campaigns in India | Advertising - Campaign India
The changing face of advertising campaigns in India | Advertising  Campaign India

Senate GOP plans $100M ad blitz as it fights to retake chamber - POLITICO
Senate GOP plans $100M ad blitz as it fights to retake chamber  POLITICO

Google’s attempt to kill off child privacy app advertising lawsuit defeated - The Register
Google’s attempt to kill off child privacy app advertising lawsuit defeated  The Register

X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover - The New York Times
X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover  The New York Times

Biden targets Latino voters with advertising push during Copa America soccer tournament - Washington Examiner
Biden targets Latino voters with advertising push during Copa America soccer tournament  Washington Examiner

Elon Musk flies to Cannes to win back advertisers - Financial Times
Elon Musk flies to Cannes to win back advertisers  Financial Times

Elon Musk walks back ‘go f‑‑‑ yourself’ comments to advertisers - The Hill
Elon Musk walks back ‘go f‑‑‑ yourself’ comments to advertisers  The Hill

Jane Austin in Cannes: Cindy Gallop calls out sexist behaviour at Cannes - More About Advertising
Jane Austin in Cannes: Cindy Gallop calls out sexist behaviour at Cannes  More About Advertising

What's Next in Video Advertising? | BCG - BCG
What's Next in Video Advertising? | BCG  BCG

Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools - Campaign US
Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools  Campaign US

Activision to advertise with TKO's UFC, WWE assets - Sports Business Journal
Activision to advertise with TKO's UFC, WWE assets  Sports Business Journal

Stirista Offers New Home for Oracle Data Cloud Advertising Clients - PR Web
Stirista Offers New Home for Oracle Data Cloud Advertising Clients  PR Web

ADVERTISING: Advertorial — A Taste of South Africa: Exploring the unique wines of the rainbow nation - Coeur d'Alene Press
ADVERTISING: Advertorial — A Taste of South Africa: Exploring the unique wines of the rainbow nation  Coeur d'Alene Press

6 Top Advertising Trends to Watch (2024 & 2025) - Exploding Topics
6 Top Advertising Trends to Watch (2024 & 2025)  Exploding Topics

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