False Advertising

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How does deception in advertising affect people attitudinally?

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False advertising, or deception in advertising is defined by law as

"Any advertising or promotion that misrepresents the nature, characteristics, qualities or geographic origin of goods, services or commercial activities" (Lanham ACT, 15 U.S.C.A. § 1125(a)).

Three specific false advertising behaviors are generally considered:

  • Failure to inform, which according to Lanham consists on "untrue as a result of the failure to disclose a material fact."
  • Lack of research behind a claim, or research which is flawed or irrelevant.
  • Disparangement , which means discrediting the competitor's...

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