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:

pen paper and inkwell


cat break through


3 Simple But Powerful Off-Line Advertising Strategies

There are several ways to advertise and get the word... Read More

God Bless The Refrigerator Magnet!

Ah, my very favorite promotional product of all, the refrigerator... Read More

Is Your Yellow Pages Ad Putting Cash in Your Pocket... or Sucking Cash Out?

Any idea? It's a question that more than a few... Read More

Scrolling LED signs

Scrolling LED signs is type of LED signs that displays... Read More

Magnetic Signs: Where Do They Work Best?

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

The ONLY Type Of Advertising People LOVE!!

Can it be???Is there advertising that people actually love?You bet... Read More

Do Your Adverts Get You More Sales?

Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More

Getting the Most Out of Your Networking Group

Here is my personal list of things to do at... Read More

Joint Ventures Increase Profits Quickly

A joint venture is when two or more businesses join... 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

Secrets And Top-Tips Of Mail Order Advertising

Good Advertising creates more production, thus greater consumption, faster turnover... Read More

Imaging Isnt Everything

Many home improvement contractors attempt to use advertising to expand... Read More

How To Get Big Sponsorship Money for Your Band, Tour, Event or Production

Touring is a bands greatest opportunity for success. But, touring... Read More

What Makes Advertising Successful?

MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:... Read More

How Much Money Do I Need to Spend on Advertising?

Q: I've never really done much advertising for my business;... Read More

What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that... Read More

3 Elements To A Deal-Sealing Classified Ad

Have you ever wondered why your perfectly fine classified ad... Read More

9 Tips for Better Billboards

It is a given that billboard advertising "outdoor" is not... Read More

How To Make Your Resource Box Sell

Ezine Articles - they're everywhere!And little wonder. They're one of... Read More

Create Your Own Business Cards, Part 1

In this lesson, we will create a business card, using... Read More

3 Things Every Yellow Pages Advertiser Needs to Know

Too many business owners and marketers know that Yellow Pages... Read More

Hiring an Amateur Could Mean a Potential Lawsuit for Your Business

These days, everyone's looking to save a buck. But if... Read More

Should Your Small Business Hire an Advertising Agency?

So, you own a small business, sales are down and... Read More

How To Tell If An Advertisement Costs Too Much

People say it all the time: "This advertising costs too... Read More

Top Jingle Companies: What to Look For, What to Expect

The internet offers you the opportunity to seek out jingle... Read More

The Ultimate, ?Must-Have? Home-Based Business for YOU

The Ultimate, "Must-Have" Home-Based Business for YOU a Underemployed, Unemployed,... Read More

How to Create Ads that Sell with Little Effort

One of the main problems people find with marketing, is... Read More

How To Write More Powerful Brochures, Leaflets, And Catalogues

Probably the most interesting thing about brochures and leaflets is... Read More

Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your Name Squeeze Page

Many people online are not using one of the best... Read More

Is Advertising Art?

Oh Grand and Glorious Southern Guru, I am perplexed. What... Read More

Lamination of Signs

I suspect that everyone has an idea of what lamination... Read More

Become a Storyteller Not an Advertiser and Watch Your Traffic Increase

When you read the newspaper, do you read advertisements as... Read More

Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale

How many times has this happened to you?A friend recommends... Read More