ADPR 3100 Lecture Notes - Lecture 6: Listerine, Lifelock, Walgreens
10 Jun 2018
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ADPR TEST 3 STUDY GUIDE
Legal Issues in Advertising
…Listeie uik! eaple
− The claim that Listerine could cure colds as deeed deeptie… o illegal
− 1975: they were forced by the FTC to spend $10 million on corrective advertising
o It ead: Cota to pio adetisig, Listerine will not help prevent colds or sore
thoats o lesse thei seeit.
o Late : aught the ee of thei FTC fo thei just as good as flossig lai
Legal Issues with Advertising
− What is legal? – what can I say and do in my advertising?
− What is illegal? – what should I try to avoid in my advertising?
− How do I know? – hat statutes o tools eist that sa hat I a/a’t do?
− What happens if my advertising is found to be illegal? – what does that mean for the client
(advertiser) and the agency (org that made the ad)
Substantiation
− Substantiation = what is measurable or can be proven?
− Claims can be explicitly stated, implied or demonstrated – MUST BE backed up
o Typically claims are tested in a lab, real world setting, or previous company documents
are examined
o Botto lie… does the ad/podut/seie do hat is stated, iplied o
demonstrated?
− Example: VW/AUDI
o 2008 – apaig laied thei diesel as ee clean / eioetall
fiedl
o The claims were unsubstantiated and deceptive (could not prove it)
o FTC ordered VW to pay owners and lessees $4+ billion ($20+ bill in fines)
− Example: Red Bull
o Claimed it improve concentration & reaction speeds – ed ull gies ou igs
o Deceptive claim that was unsubstantiated
o $ illio to affeted osues i $ hek o $ Red Bull ouhe
− Example: Walgreens Pharmacies
o Claimed its store brand boosted immunity system – unsubstantiated
o $6 million in fines
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Document Summary
The claim that listerine could cure colds (cid:449)as dee(cid:373)ed de(cid:272)epti(cid:448)e o(cid:396) illegal. 1975: they were forced by the ftc to spend million on corrective advertising. It (cid:396)ead: (cid:862)co(cid:374)t(cid:396)a(cid:396)(cid:455) to p(cid:396)io(cid:396) ad(cid:448)e(cid:396)tisi(cid:374)g, listerine will not help prevent colds or sore th(cid:396)oats o(cid:396) lesse(cid:374) thei(cid:396) se(cid:448)e(cid:396)it(cid:455). (cid:863: late (cid:1006)(cid:1004)(cid:1004)(cid:1009): (cid:272)aught the e(cid:455)e of thei(cid:396) ftc fo(cid:396) thei(cid:396) (cid:862)just as good as flossi(cid:374)g(cid:863) (cid:272)lai(cid:373) What does that mean for the client (advertiser) and the agency (org that made the ad) Example: red bull: claimed it improve concentration & reaction speeds (cid:862)(cid:396)ed (cid:271)ull gi(cid:448)es (cid:455)ou (cid:449)i(cid:374)gs(cid:863, deceptive claim that was unsubstantiated, (cid:1007) (cid:373)illio(cid:374) to (cid:862)affe(cid:272)ted(cid:863) (cid:272)o(cid:374)su(cid:373)e(cid:396)s i(cid:374) (cid:1004) (cid:272)he(cid:272)k o(cid:396) (cid:1009) red bull (cid:448)ou(cid:272)he(cid:396) Example: walgreens pharmacies: claimed its store brand boosted immunity system unsubstantiated, million in fines. Adpr test 3 study guide: cannot claim without scientific proof. Example: lifelock: claimed it provided absolute protection against i. d. theft, deceptive claim, million fine paid to customers.
