False Advertising and the Consequences

Makenna Goad

makennagoad14@gmail.com

 

To advertisers, promoting a brand positively is the main objective. By representing a brand and their products well, both the advertiser and brand benefit. 

This may be common knowledge to most. But, in order to represent brands in the best light, advertisers often go to extreme lengths to hide the truth from the public. 

In recent years, brands have sensationalized health benefits of their products, lied about the environmental impact their products have, and lied about the ingredients found in their products.

For example, in 2010, Kellogg's was accused of misleading consumers by claiming that Rice Krispies had immunity-boosting properties. It was claimed that the cereal improved a child's immunity with "25 percent Daily Value of Antioxidants and Nutrients – Vitamins A, B, C, and E." 

Kellogg's was then "barred from making claims about the benefits to cognitive health, process, or function provided by any cereal or any morning food or snack unless the claims were true and substantiated," according to the Federal Trade Commission (FTC). 

Picture source: NPR

Another example of false advertising occurred in 2016, in which Volkswagen (VW) deceived consumers through their "Clean Diesel" Campaign. This campaign claimed that the vehicles produced were environmental-friendly, had low emissions, and were legally compliant.

In 2015, it became known that VW had cheated on emissions tests for their diesel vehicles for seven years. This deception then led the FTC to file a lawsuit against VW, causing VW to pay up to $61 billion for violating the Clean Air Act.

False or deceptive advertising does not only hurt the company who is promoting their products, but the consumers as well. False claims lead consumers to make uniformed decisions. These decisions will then cause consumers to spend valuable money on products that may harm them or neglect to meet their needs.

Not only does false advertising affect consumers, but it also largely effects the business and brands who make the false claims. These companies could be investigated by the FTC, incur major financial losses, and perhaps worst of all, the lost of trust from customers. Without customers, the existence of a business is rendered meaningless. 

Without transparency and truth in advertising, it is difficult for consumers to make informed decisions about the products they choose to purchase. Lying and making false claims hurt all of those who are involved in the advertising process and only causes more harm than good. By being honest about their products, companies are able to build credibility and trust between themselves and the public.