Truth In Advertising
The Federal Trade Commission Act of 1914 established truth in advertising law. It says that advertising must be truthful and non-deceptive, and advertisers must have evidence to back up their claims.
An ad is considered deceptive if it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances.
Obviously, there are many gray areas when it comes to truth in advertising. The following ads, from as early as the 1920s and from as late as the 1970s, demonstrate it well:
1. Pepsi Cola is wholesome and light
Image credit: Miss Retro Modern
“Today’s delicious, pure Pepsi Cola – the wholesome, light refreshment.”
2. This inflatable doll looks just like a real woman
Image credit: jbcurio
“Just add air. Life like in every detail…just add air and instantly I become a 5′4” beauty who wears size 8 clothes… take me to a party, boating or swimming (I float).” 1970.
3. This gentle exercise routine will enlarge your breasts
Image credit: Uh.. Bob
“Now, through the famous Swedish method of gentle exercise that doctors recommend, you can develop the beautiful form that you desire. Yes, just 10 minutes a day of this scientific development based on modern up-to-date principles allows you to put weight on where you wish – take weight off where you don’t want it.”
4. My special garments dissolves fat by perspiring
Image credit: jbcurio
“The entire body, or any part, can be reduced without dieting by dissolving the fat through perspiration produced by wearing my garments.” 1923.
5. Canned spaghetti is a “wonderful eating”
Image credit: jbcurio
“An easy to fix, money-saving dish that’s truly wonderful eating.”
6. Corn syrup on toast for breakfast is yummy and energizing
Image credit: Miss Retro Modern
“Top off your toast with ENERGY. Bee Hive for breakfast gives you two big benefits… a refreshing taste of delicious flavor and plenty of instant energy.”
7. Sugar can help you keep your weight down
Image credit: Miss Retro Modern
“Sugar keep your energy up and your appetite down. Sugar: only 18 calories per spoon, and it’s all energy.”
8. My nose shaper will fix your nose without surgery
Image credit: jbcurio
“My new nose-shaper corrects ill-shaped noses without operation, quickly, safely and permanently.” 1916.
Apparently, “truth in advertising” often means “stretching the truth to its limits.”
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Evelyn Lim responds:
Posted: June 28th, 2009 at 7:29 pm →
Thanks for featuring the series of vintage ads to illustrate your point. I didn’t realize how much I was being “brainwashed” when I was younger. Pharmaceutical ads are the worst. I know better now. The ads that you feature clearly highlights what we really need to do – discern the Truth for ourselves and not rely on a bunch of advertising words!
Squawkfox responds:
Posted: June 28th, 2009 at 7:46 pm →
Where do you find this stuff? “Reduce Your Flesh?” LOL
The Lawyer Mom responds:
Posted: June 28th, 2009 at 8:13 pm →
We must, we must, we must increase our bust!
RC - Rambling Along responds:
Posted: June 28th, 2009 at 8:21 pm →
I would comment, but I’m too busy eating my late dinner of canned spaghetti with toast (topped by corn syrup, of course!). Later, I plan to reduce my flesh – so loving the new rubber garments I bought.
MomGrind responds:
Posted: June 28th, 2009 at 8:49 pm →
@ Evelyn Lim: “Pharmaceutical ads are the worst.” I agree, they’re bad.
@ Squawkfox: Yeah, that’s one of my favorites too.
@ The Lawyer Mom: Indeed we must.
@ RC – Rambling Along: Hehe it’s wonderful eating, isn’t it?
Squawkfox responds:
Posted: June 28th, 2009 at 9:13 pm →
Reduce Your Flesh or discover bondage? I dunno. Either way, the ad is seriously funny.
Squawkfox responds:
Posted: June 28th, 2009 at 9:19 pm →
OK, upon further inspection, the spaghetti ad is very warped. Why is the speech bubble coming from the brown jar? Do brown jars speak? Should brown jars speak? Warped.
Marelisa responds:
Posted: June 28th, 2009 at 9:23 pm →
I wonder how many people actually showed up at a party with that inflatable doll. I bet that was the end of their social life (”I couldn’t find a date so I just bought myself this inflatable doll over here. Meet Debby.”).
Although I have heard of people using an inflatable doll so that they can drive in the car pool lane when alone (good luck if a cop pulls you over). Yeah, those advertisers come up with some whacky things. Buyer beware.
Yael Ernst responds:
Posted: June 28th, 2009 at 11:43 pm →
Thank you for the post Vered, I love it!
Twitting it.
Kelvin Kao responds:
Posted: June 29th, 2009 at 12:56 am →
Wow, this is just… wow.
But hey, these kind of things are still happening today. I see many of them, especially in Chinese language media because it’s harder to regulate the content of foreign language media. There’s this infomercial that regularly comes on in which the spokesperson talks about this special kind of rice that you can eat to lose fat. They claim that if you measure your blood sugar level half an hour after eating the rice, you’ll find it to be much lower than before you ate it. So that’s how you can lose fat. I Googled it and every mention on the web call them a scam. What they are saying doesn’t make any sense.
Lance responds:
Posted: June 29th, 2009 at 3:17 am →
It makes you scratch your head and wonder…(what were they thinking??)
The nose shaper…is just plain weird!
janice responds:
Posted: June 29th, 2009 at 5:16 am →
Sigh… if only I’d had one of those nose shapers in time, my life would be so different!
What worries me, Vered, is that i feel I’m losing the fiht where my kids are concerned. In order to make them aware of the warpedness of so many adverts, I fear I’m having to draw attention to the very stuff I wish they simply didn’t have to be exposed to when they’re outside the home.
Nice one – love your passion and integrity.
Tess The Bold LIfe responds:
Posted: June 29th, 2009 at 5:51 am →
Amazing how at one desperate moment or another we are all hooked into these lies! If we didn’t they wouldn’t exist.
Miranda responds:
Posted: June 29th, 2009 at 6:21 am →
Great stuff! Right now I’m reading “Food Matters”, and it is really opening my eyes to the borderline-deceptive practices used in food advertising. It really is scary that we can’t trust the information we are receiving a lot of the time.
Writer Dad responds:
Posted: June 29th, 2009 at 6:27 am →
I love that I got a repeat of the cookie poster – one of my favorite ever.
Chris Roland responds:
Posted: June 29th, 2009 at 7:11 am →
I’m surprised at how long somone has sold that rubber band fitness thing.
Michelle @ Find Your Balance responds:
Posted: June 29th, 2009 at 8:38 am →
Sugar will keep your appetite down, I’ll remember that. Ha! Really though, they can make rules but advertisers will find a way around them. I used to work on the Ocean Spray account when they launch their ‘natural’ energy drink. It hurt my soul. I later found articles online about women who went to the hospital with heart palpitations from drinking 2 or 3 Cranergy drinks per day. They thought it was good for them but it’s really just caffeine packaged to sell to the target audience of mid-life women.
Bizarre Vintage Ads | responds:
Posted: June 29th, 2009 at 8:40 am →
[...] Related reading: Truth In Advertising Hire Me As A [...]
MomGrind responds:
Posted: June 29th, 2009 at 9:16 am →
@ Squawkfox: Hehe I think all of them are warped.
@ Marelisa: Interesting idea for the carpool lane.
@ Yael Ernst: Thanks!
@ Kelvin Kao: “special kind of rice that you can eat to lose fat.” It makes me sad to think of the people who fall for this.
@ Lance: I agree – and I wonder how many actually fell for it.
@ janice: “I’m having to draw attention to the very stuff I wish they simply didn’t have to be exposed to when they’re outside the home.” I feel exactly the same way.
@ Tess: True! None of us are immune.
@ Miranda: Food advertising. Hmm. I need to write a post on that.
@ Writer Dad: It’s a good one, isn’t it.
@ Chris Roland: Well, it creates “dramatic new bosom beauty.”
@ Michelle: “women who went to the hospital with heart palpitations from drinking 2 or 3 Cranergy drinks per day.” Wow. Unbelievable.
Barbara Swafford responds:
Posted: June 29th, 2009 at 10:32 am →
Hi Vered,
I love these posts of yours. This is proof that even back in the early 1900’s there were ads that seduced readers into buying some new gadget or gizmo to improve their looks.
And the food/beverage ads. Were the people really that gullible? Yikes. – corn syrup on toast? Dentists must have loved that one.
John Hoff - WpBlogHost responds:
Posted: June 29th, 2009 at 10:45 am →
Oh – spaghetti in a can, how wonderful! hehe
I bet there are plenty of ads out there for smoking that could make the list. Marketing is about telling a story, but when you tell a lie, eventually you’ll get caught, though some companies still push through – like Pepsi.
Kim Woodbridge responds:
Posted: June 29th, 2009 at 11:16 am →
I’m wondering if maybe Pepsi was being compared to something else. Well, yeah, it’s light compared to a double bourbon
Adrenalynn responds:
Posted: June 29th, 2009 at 11:23 am →
I love these posts of yours! Both funny and sad at the same time. The best part: I float!
Tracy responds:
Posted: June 29th, 2009 at 11:54 am →
I wanted to leave a witty comment but I’m too flabbergasted with the contrast between the description of the canned spaghetti and the contents.
travit responds:
Posted: June 29th, 2009 at 12:19 pm →
Those are great. That spaghetti looks delicious but I just don’t think my family is fancy enough for “Aristocrat” tomatoes.
J.D. Meier responds:
Posted: June 29th, 2009 at 12:32 pm →
You really have to wonder how they tested these things.
The claims are pretty audacious. it makes me wonder with what sort of claims people can get away with today and what stuff I might be falling for. At the end of the day, I try to find people with results over people with theories.
MomGrind responds:
Posted: June 29th, 2009 at 1:11 pm →
@ Barbara Swafford: “Were the people really that gullible?” I’m sure they were, and as much as we are aware, I’m sure we can become victims too.
@ John Hoff: “when you tell a lie, eventually you’ll get caught” – I hope so.
@ Kim Woodbridge: Hehe I guess it is.
@ Adrenalynn: I liked that part too.
@ Tracy: EXACTLY.
@ travit: Mine too.
@ J.D. Meier: “it makes me wonder with what sort of claims people can get away with today and what stuff I might be falling for.” I wonder too!
Jannie responds:
Posted: June 29th, 2009 at 1:52 pm →
That plate of spaghetti looks positively vile. Spaghetti vomit.
Kelly comes home a few months ago from school to burst out – “mom, t.v. ads are just lies” My girl! I like that school.
Sad about Billy Mays tho. He sold good stuff. And he was a nice guy, we watched a few “Pitch Men.” He was only ever “in your face” during the actual ads, just his pitchscreen persona. Damn, what a loss.
Patricia responds:
Posted: June 29th, 2009 at 2:38 pm →
Vered,
I loved this post and all your details and information. I am appalled to say that when I was in Korea, and recently in a speech I heard from an Asian Activist about racism…the nose re-shapers and the eye lid surgeries are still #1 in Asian markets. Thousands of dollars are being spent every year for the eye fold additions – thousands and it is extremely difficult to tell the difference before and after.
I see evidence standing in the grocery store line that very few folks locally have figured out that TV ads are all lies!
Very few people are even suspicious of corn syrup – that indigestible diabetes machine.
Another great post.
Hayden Tompkins responds:
Posted: June 29th, 2009 at 3:38 pm →
That sugar one is just wrong wrong wrong! And @Jannie’s description of spaghetti vomit is 100% hilarious.
I love when you do these posts!
MomGrind responds:
Posted: June 29th, 2009 at 5:14 pm →
@ Jannie: “Spaghetti vomit.” A very fitting description.
That’s a good school you’re sending her to!
I never saw a Billy Mays commercial. I feel so un-American saying this.
@ Patricia: “indigestible diabetes machine.” – LOVE this. So true. Especially HFCS.
@ Hayden Tompkins: It IS wrong. And I totally agree about Jannie.
Nurit responds:
Posted: June 29th, 2009 at 8:47 pm →
This leaves me speachless. Nothing much has changed through the years. Ok, so maybe I’m not totally speachless after all… It just shows how much we need to doubt thse kinds of messages, reconnect with our common sense, and teach our kids to do the same.
Davina responds:
Posted: June 29th, 2009 at 10:41 pm →
Hi Vered. “Nibble on a cookie an hour before lunch.” Does anybody ever really nibble on a cookie? Mice nibble on cookies. I inhale them! Anytime
As for the fat-dissolving garments, I can’t believe anyone would even believe this.
Robin responds:
Posted: June 29th, 2009 at 11:36 pm →
We must reduce that unsightly flesh! Those ads seem so funny now – but I remember longing to have the long slim models legs when I was younger. One day we’ll all love ourselves as we are!
Cheers Vered – R
Rowe responds:
Posted: June 30th, 2009 at 1:18 am →
Vered, these ads are fabulous even if highly deceptive. I love the kitsch art, especially in that spaghetti one, mmm, so appetising … hehe.
Dr. J responds:
Posted: June 30th, 2009 at 5:20 am →
These ads are great!! Do you ever think we will be told the truth? Do you think most people really want to hear the truth? I really wonder.
Katie West/The Levity Coach responds:
Posted: June 30th, 2009 at 5:44 am →
I am still totally cringing from the reduce your flesh one…yikes….makes me a little more grateful just to be me. Happy to have found your blog as I have seen you on many others.
Peace,
Katie
Dot responds:
Posted: June 30th, 2009 at 6:37 am →
Funny! I like the name “Bee Hive” for the corn syrup. I recall seeing, some years ago, a lawsuit that ended up with a decision that the word “wholesome,” although we tend to think it means “healthy,” essentially has no meaning.
Lori Hoeck responds:
Posted: June 30th, 2009 at 10:21 am →
I guess “truthful” and “non-deceptive” means something different to these advertisers. I can’t say it’s gotten any better — have you seen the Axe commercials?
MomGrind responds:
Posted: June 30th, 2009 at 11:34 am →
@ Nurit: “It just shows how much we need to doubt these kinds of messages” – exactly.
@ Davina: I couldn’t believe it either!
@ Robin: “One day we’ll all love ourselves as we are” – I hope so!
@ Rowe: I have a love-hate relationship with advertising.
@ Dr. J: “Do you think most people really want to hear the truth?” You’re making a good point!
@ Katie West: “I am still totally cringing from the reduce your flesh one” – me too. It’s nice to meet you.
@ Dot: I think I read that too.
@ Lori Hoeck: Haven’t seen them, but I agree – it hasn’t gotten any better.
Kathy | Virtual Impax responds:
Posted: June 30th, 2009 at 1:25 pm →
Thanks for this “trip” down memory lane. So many people “rail” against current advertising campaigns – so much so that there’s even a modification to the law coming down the pike that will forbid advertisers from using “results” that are not “reasonable.” Yes – say goodbye to the old “Results not typical” disclaimer on those weight loss ads!!! (Not to mention the one that suggests canned spaghetti is “good eats”.)
Jon Winthorp responds:
Posted: June 30th, 2009 at 5:48 pm →
It’s always fun looking over older ads from way back. The sugar keeps your energy up and appetite down one is pretty funny. he he.
Friar responds:
Posted: June 30th, 2009 at 7:17 pm →
Bear in mind that many of these ads came from the same era that thought “Gliligan’s Island” was prime entertainment.
Bonnie | JustPeachyBabyBlog responds:
Posted: June 30th, 2009 at 9:37 pm →
This was a funny post and thought provoking! That makes it a great commentary on advertising & the values of pop culture. It made me think, what I’m I being drawn to that is going to be outright stupid decades down the line. And how much of advertising is about getting right up close to a lie. Cool, Vered.
Dominique responds:
Posted: July 1st, 2009 at 2:33 am →
I haven’t seen these ads before but it is really deceptive how they portray some foods like canned spaghetti as ideal.- Really disgusting
MomGrind responds:
Posted: July 1st, 2009 at 7:34 am →
@ Kathy: the canned spaghetti ad is amazing, isn’t it.
@ Jon Winthorp: I laughed at that one too.
@ Friar: True!
@ Bonnie: “how much of advertising is about getting right up close to a lie” – exactly.
@ Dominique: Yup, that canned spaghetti is disgusting.
MommyNamedApril responds:
Posted: July 1st, 2009 at 12:25 pm →
i wonder what people will think of today’s ads in fifty years???
Bamboo Forest - PunIntended responds:
Posted: July 1st, 2009 at 4:52 pm →
All I can say is, “Buyer beware.” Interesting post.
Psychology of Advertising | responds:
Posted: July 1st, 2009 at 9:19 pm →
[...] — Related Reading: Truth in Advertising [...]
JC responds:
Posted: July 2nd, 2009 at 1:32 am →
The only truth in advertising is that they entice you to buy.
Barbara Ling, Virtual Coach responds:
Posted: July 2nd, 2009 at 6:15 am →
“It’s better, it’s better, it’s better for my sweater!”
Shevonne responds:
Posted: July 2nd, 2009 at 9:48 am →
Advertisements, even today, are still hiding the truth. I think that bigger companies have to be more up front than companies who do infomercials and are not as big.
Natural responds:
Posted: July 2nd, 2009 at 7:34 pm →
i didn’t know there was any truth in advertising. most of it is worded to just get your money and they just, sometimes, stop short, of promising you the world. or either you have to keep using a particular product for life or you go back to the way you looked before.
Arswino responds:
Posted: July 3rd, 2009 at 12:05 am →
Hi Vered, thanks for sharing the ads. It was fun.
I watch commercials sometimes just for fun. Many things are exaggerated.
MomGrind responds:
Posted: July 3rd, 2009 at 8:41 am →
@ MommyNamedApril: Today’s ads are often not much better. Maybe a bit more subtle.
@ Bamboo Forest: Thanks.
@ JC: Obviously, it’s their purpose.
@ Barbara Ling:
@ Shevonne: I’m not sure about a double standard. Some of these infomercials are horrible.
@ Natural: Beauty advertising is often outrageous.
@ Arswino: I agree.
Jennie@ModernMamaz responds:
Posted: July 3rd, 2009 at 11:26 am →
Just my luck, I was born in the wrong era!
Plastic Surgery | responds:
Posted: July 3rd, 2009 at 11:37 am →
[...] ad raises several issues. Among them, the importance of looks; truth in advertising; and advertisers that attempt to manipulate the consumer’s emotions and vulnerabilities for [...]
MomGrind responds:
Posted: July 5th, 2009 at 11:37 am →
@ Jennie:
Ten Ways To Hate Yourself As A Woman - Blogger For Hire responds:
Posted: July 16th, 2009 at 12:19 pm →
[...] They are a great source of reliable info. Trust advertisers: after all, there are laws about truth in advertising. Accept that women are portrayed by the media as pieces of meat because that’s exactly what [...]
Advertising Towards Dummies: A Matter Of Choice | Bunny got Blog responds:
Posted: July 20th, 2009 at 4:55 am →
[...] Mom Grind – this gem of a blog is very interesting as it too has expressed a very good opinion on advertising over the years, like this post. [...]
P.L. responds:
Posted: January 13th, 2010 at 4:26 pm →
Advertising very often uses the principle of scarsity to cause customers to buy.
If you think something is scarse, you may feel compelled to buy it instantly.
“Limited edition”, “subject to inventory availability”, “if you call in the next 30 minutes you will get…”, “collectors edition”,”only in these stores”,”unique product”, are examples of how advertisers manipulate you.
Years ago, advertisers knew that refrigerator means the “secured food” so when they show then, you may see them filled with food. Unfortunately, the refrigerator does not include food, specialy during crisis.
Cars represent freedom in your mind, so they show a happy person driving in the countryside. But people use to be trapped in traffic jams everyday.
Cigars are a way to cut off your desire of freedom, as smokers feel trapped and feel anxiety so they smoke. So advertisers show people socializing and happy as if they were free and happy.
With perfume, at the beginning they promised people they woul get the desired man or woman, and as promised failed people stopped consuming, so right now they advertise enhacement of sex appeal, a promise that is hard to verify.
There are plenty of tricks that are not exactly “deception”, just plain manipulation of your subconcious mind to make profit.