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

jljarvis@tele2.it

In The News:
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Create Your Own Business Cards, Part 2

This is the second part of creating your own business... Read More

Advertising For The Long Haul and Not the Short Term Gains

New Age Media Concepts issues its first article... Read More

Information Gathering & Delivery May Never Be The Same!

Give Us The Bottom Line!If you are like most people,... Read More

Magnetic Signs: Where Do They Work Best?

Recently, a woman called to ask about replacing a magnetic... Read More

Direct Mail Catalogs & Brochures: Write Captions That Sell

Many prospects skim through catalogs and brochures, glancing at the... Read More

Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page

Stand Out in Ways that Matter to Directory Users A... Read More

Worn Out Brochure Design Is Keeping Small Business Owners Down

I got another one of those calls the other day...Can... Read More

Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part One

The decision on whether or not someone will read your... Read More

How To Write Really Good Ads

All sales begin with some form of advertising. To build... Read More

Creditability In Advertising

I recently saw an ad taped to my mailbox, mind... Read More

If You Want To Get More Customers, Heres 10 Powerful Stories To Improve Your Ads

Remember, as a child lying in bed and listening to... Read More

Yellow Page Advertisers: Your Calls are Going to Decrease - Heres the Remedy

Response rates to Yellow Page advertising are decliningThere's no getting... Read More

Advertising Through Moms

Moms have a very powerful influence on what their families... Read More

The Importance of Your Business Card

What are you trying to say with you business card?We... Read More

Advertising: 10 Powerful Secrets To Help You Sell Your Ad Space Like Crazy

If you want to sell more ad spaces, you must... Read More

Tips On Writing a Successful Ad

When knowledge is based on truth it is powerful!When it... Read More

More Cheap Tricks for Promoting Your Business

In a recent article, I shared five of my top... Read More

The Graphic Problem

Digital printing has revolutionized the sign industry. Current printers can... Read More

How Do People Know Youre in Business?

One of the most important things to do now that... Read More

Advertising Costs Getting Too High?

Everyone knows that advertising is essential to growing a business.... Read More