Advertising: Conception, Not Deception

A company advertising a great product and being honest is a wonderful thing. But what happens when a company makes false claims? And what happens when said company gets caught in their own lie? More than likely, some bad reviews come out…or even worse, a law suit.

Recently POM, a pomegranate juice company, learned that deception is not the answer when it comes to advertising. POM claimed that their pomegranate juice can cure or treat a variety of diseases such as heart disease and prostate cancer in various ads. However, this claim that POM made was never proven, therefore making it a lie. POM is now facing the Federal Trade Commission (FTC) amidst allegations of deception.

Even more recently, Skechers, the shoe company that produces Shape Ups, has come under heavy scrutiny from the public. Skechers had to pay $40 million dollars to the FTC for making false claims that their Shape Ups shoes help a user tone and lose weight. (The real crime should be having consumers looking ridiculous in shoes that belong on a 70s disco dance floor.) Apparently, Skechers went as far as having an employee’s spouse who is a chiropractor do a testimonial for the defunct purpose of the shoe.

The point is: Companies should never mislead or lie to potential customers about the quality of their products. The short term benefits may be stellar but the long term benefits are detrimental to your brand’s image.

In order to keep consumer trust and be honest and forthcoming with the public all while increasing sales and creating quality ads, give us a call at the Primm Company (757-623-6234).
We’ll make sure you don’t end up talking to the FTC.

Sources: AdAge