Advertisers need to inform consumers about all the claims the ad conveys. When claims are being identified, the advertiser should single out not just individual statements, but also the ad as a whole, including the copy, product name and description. If the ad makes any misleading claims without qualifying information, this information needs to be disclosed. The advertisers need to determine which claims need to be qualified and which should be provided in disclosure. All disclosed information must be clear and conspicuous to keep the ad from being misleading.
The function of disclosures is to put limits on a claim in an advertisement. Disclosures cannot fix false claims. If the disclosure contradicts the claim made in the ad, it’s not enough to keep the ad from being deceptive; the claim itself must be changed.
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