LAW 18B Chapter Ch. 44 Consumer Law:

• School: Long Beach City College
• Department: Business, Law
• Course: LAW 18B
• Professor: Professor Bernal

Document Summary

The federal trade commission act created the federal trade commission (ftc) to carry out the broadly stated goal of preventing unfair & deceptive trade practices, including deceptive advertising. Deceptive advertising: if a reasonable consumer would be misled by the advertising claim. Puffery: vague generalities & obvious exaggerations are permissible & not considered deceptive. Claims that appear to be based on factual evidence. Advertising that appears to be based on factual evidence but, in fact, is not reasonably supported by evidence will be deemed deceptive. Some advertisements contain half-truths, meaning that the presented information is true but incomplete & may therefore lead consumers to a false conclusion. Advertising that contains an endorsement by a celebrity may be deemed deceptive if the celebrity does not actually use the product. Bait-and-switch advertising: advertising a product at an attractively low price to lure customers in to buy more expensive items.