Helpful Tips to Avoid False Marketing in Your Advertising Campaigns

Each year, approximately 70% of all complaints to the ASA – Advertising Standards Authority – relate to some type of misleading advertising, which proves this is a problem modern consumers take seriously. It is also something marketers need to be aware of. As a marketer, you have to take steps to avoid making these claims. As a consumer, you need to know what these issues are, so you do not become a victim of these claims.

While some marketers may think bending the truth slightly to improve marketing ROI is fine, this can lead to misleading advertisements and serious consequences. Keep reading to learn how to avoid misleading marketing and ensure you are always honest and transparent with your customers.

Do Not Omit Important Information

All related and relevant information, which includes any conditions to an offer, needs to be clear in your ad. You need to ensure these are stated close or linked to your main claim. The requirements will vary based on specific circumstances.

Keep Pricing Information Clear

The pricing should relate to the product being advertised and include any non-optional charges, like booking fees. The pricing information should include delivery charges, and any other fee a consumer may incur when they purchase the item.

Avoid Exaggerating the Capability or the Performance of Your Product

When you advertise something, you need to present your product in the best light possible. However, do not over-claim it in a manner that may mislead potential customers. If you make apparent exaggerations that a consumer may take literally, and that may be misleading, problems may arise. Avoid doing this.

Make Sure Your Qualifications Are Clear

Any qualifying text, which includes footnotes and small print, are used for clarifying any claims made in an ad but do not use these to hide essential information. Also, do not use these areas of the ad to contradict the claims made in the headline.

Have Evidence to Back Up Your Claims

It is important to remember that when you run an ad, you need plenty of evidence to support any and all claims that you make. Keep in mind the impression that your consumers are going to take away from this ad. The amount of evidence needed is dependent on the claim being made and the product you are trying to sell. For example, if you plan to sell something in the health or beauty industry, you may need robust clinical trials.

Use Caution of the Claims in a Product Name

It is important to remember that all ad content, which includes your product or company names, will count as a claim. If you have a product name that implies some type of unproven benefit or effect, this could cause problems.

Avoiding Ads with Misleading Information

If you are unsure how to ensure there is no misleading information in your ads, it is a good idea to work with the professionals. They can help you create an advertising strategy that will meet your needs while providing accurate information to your audience. This is essential when you are selling something and will help you avoid any adverse consequences that may arise.

Keep Your Ads Honest with These Tips

Misleading advertising can cause an array of issues for your business. For example, you may face consequences from the FTC or the ASA; however, you may also have to deal with customers becoming skeptical of what you offer. In fact, if they discover your advertisements are misleading, they may go to your competition for the services or the product that you are interested in.

As mentioned above, if you need help creating an honest and transparent advertising campaign, contacting the professionals is a smart move. They will ensure your ads do not put you in any difficult situations related to honest and transparency. The professionals will also know the rules and possibly misleading information that may be used without you even realizing that it is there.