It's Okay to Fib a Little, Right?

Bailey Kormick
bk399015@ohio.edu


TRUTH IN ADVERTISING

"When consumers see or hear an advertisement, whether it's on the Internet, radio or television or anywhere else, federal law says that ad must be truthful, not misleading" according to the Federal Trade Commission (FTC) when outlining it's rules on truth in advertising. It can be noted by this blurb from the FTC that truth in advertising is extremely important. By monitoring advertisements the FTC's goal is to protect the consumers. However, what happens when an advertisement doesn't tell a lie but also doesn't tell the whole truth? Is it wrong or is it okay?

WHEN THE WHOLE TRUTH MATTERS

There is one section of advertisements when scooting around the truth is unacceptable. That area is health. Advertisements involving medication, healthcare or medical procedures. If a consumer's life is at stake because of a certain product, method or procedure than the entire truth needs to be presented upfront and in a clear and easy way to understand. The American Medical Association has made steps to ensure the safety of the public when it comes to medical advertisements, "The AMA Truth in Advertising Campaign is designed to ensure health care providers clearly and honestly state their level of training, education and licensing. Patients desire to have this information when in face-to-face encounters as well as when they read health care providers' advertising, marketing and other communication materials."

Video provided by YouTube

THE RISK OF FIBBING

When it comes to telling a little fib to prove a point or make a product more interesting there is a fine line between stretching the truth and being misleading. Companies need to be wary of fibbing in their advertisements because if they cross the line than it could cost them consumers and the company. Stretching the truth is an exaggeration but a misleading advertisement is purposefully manipulating people. 

Video provided by YouTube

In the video above there are six examples of companies claiming to stretch the truth however, the line was crossed because they essentially just manipulated and completely lied to their consumers. Many of the companies were sued because of their falsehood which caused them to lose consumers, money and trust. It is up to companies who much they say or don't say in commercials and depending on what they choose to share can cost them greatly.

DO WE CARE?

It is a big ethical dilemma that companies face when stretching the truth in advertisements. So when they do manage to fib without crossing the line of evident manipulation, do consumers care? If fast food restaurants don't share their products calories in the ad but still provide the information if someone searched for it, does it matter that they weren't upfront about the facts? If a pizza place swears they'll deliver in less than 10 minutes every time, does it matter to consumers if they are actually there within the 10 minute window? To many, it is acceptable to exaggerate or to not be completely forward with all the information as long as it is there somewhere. Should companies care about the number of consumers that do care about that type of fibbing though? Is being a little unethical just as wrong as being completely unethical?