Exposing the Fallacy: The Harmful Effects of False Advertising and the Need for Scientific Rigor in Consumer Protection

 

 

To connect with their intended target customer base, companies use advertisements making false or misleading statements in their commercials to entice the customers into purchasing their products and services. This has been done throughout history and is not a new phenomenon that has occurred.

 

False advertising has its roots in the time of 19th century, when companies used unethical marketing practices to promote their goods and services. A common product known as "snake oil" an imitation alternative of Asian product that made claims to treat a number of illnesses, arthritis, and headaches. However, it was discovered that the imitation snake oil was a fake concoction of various oils, including cow fat, with no medical qualities.

 

In the early  20th century, companies began exploiting scientific claims to market their product to consumers, which increased the prominence and complexity of marketing. Tobacco companies stated that their cigarettes were safe and secure to use and were endorsed by medical professionals. Similarly to this case, food companies advertised their food as healthy and beneficial despite possessing high levels of sodium, sugars, and other harmful ingredients.

During the middle of 20th century when television initially became popular, promotional increased immensely, and companies put in immense efforts to use more aggressive techniques of marketing on their consumer base. In spite of the lack of scientific evidence that supported their claims, a wellknown antacid manufacturer commented that their product provided rapid stomach pain relief compared to other competing brands in the 1950s.  It triggered a legal action that ended up resulting a $1 million compensation for the company.

 

The Federal Trade Commission commonly known as the FTC was formed in the 1970s to deal with the false advertisements to protect consumers. Monitoring and enforcing companies that use fraudulent marketing strategies is the primary duty of the FTC. In 1979 FTC penalized a cereal manufacturer for using false claims about nutritional benefit offered by their products and how it might enhance the kids' academic performance.

   

Despite various efforts from FTC and other regulatory bodies, false advertising is still a problem in modern era. Recently, several companies have been exposed for several high-profile cases that made false or misleading claims of their products and services. The company was charged with a fine of $34 million by the FTC for deceptive advertising.

 

By promoting ineffective or other harmful goods, deceptive advertising harms public health and safety in addition to the finances of consumers. For instance, a well-known energy drink advertised that its product would enhance cognitive abilities and lower the risk of heart disease, but several studies revealed that it actually had the opposite impact, causing heart palpitations, seizures, and even death.

The FTC and other oversight organizations have stepped up their efforts to keep an eye on and control advertising practices. For instance, the Australian Competition and Consumer Commission (ACCC) has the authority to fine businesses violating its stringent advertising claims guidelines. The Truth in Advertisement campaign aims to educate customers and consumers about misleading marketing techniques, is one of many initiatives the FTC has launched in the US to safeguard consumers from false advertising.

All throughout history and into the modern age, deceptive advertising has existed. Regulatory agencies are responsible for monitoring and upholding advertising standards because false claims can damage consumers, society, and the public health. Consumers can also protect themselves by being conscious of false marketing strategies and conducting study before buying their products. We cannot guarantee that advertisements will fulfil their intended functions of informing and promoting without endangering and deceiving their target audiences unless we can distinguish between facts and fiction.