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Definitions Edit

Federal Trade Commission Edit

An ad is deceptive if it contains a statement — or omits information — that is likely to mislead consumers acting reasonably under the circumstances and is "material" or important to a consumer's decision to buy or use the product.[1] A statement also may be deceptive if the advertiser does not have a reasonable basis to support the claim.[2]

General Edit

Deceptive means tending or having the power to deceive.

References Edit

  1. See FTC Policy Statement on Deception, appended to Cliffdale Associates, Inc., 103 F.T.C. 110, 174 ("Deception Policy Statement") (full-text).
  2. See FTC Policy Statement on Advertising Substantiation, appended to Thompson Medical Co., 104 F.T.C. 648, 839 (1984), aff'd, 791 F.2d 189 (D.C. Cir. 1986) (full-text).

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