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Advertising must be truthful and not deceptive and advertisers must be able to back up any claims with evidence.

A deceptive ad usually contains a statement or omits information that is important to the buying decision and is apt to mislead consumers. A health or safety claim must be proven by reliable scientific evidence before the running the ad.

If an ad could possibly cause substantial consumer injury that cannot be avoided, and is not compensated by the product’s benefits, it is deemed as unfair.

Ads which include product guarantees, refunds and exchange policies, are closely monitored by federal and state regulations. This also includes product claims that consumers cannot easily evaluate on their own.