To protect themselves,
catalog marketers should ask for material to back up claims rather than repeat what the manufacturer says
about the product. If the manufacturer doesn't come forward with proof or turns over proof that looks questionable,
the catalog marketer should see a yellow caution light and proceed appropriately, especially when it comes to
extravagant performance claims, health or weight loss promises, or earnings guarantees. In writing ad copy,
catalogers should stick to claims that can be supported. Most important, catalog marketers should trust their
instincts when a product sounds too good to be true.
Other points to consider:
disclosures must be clear and conspicuous. That is, consumers must be able to notice, read or hear, and
understand the information. Still, a disclaimer or disclosure alone usually is not enough to remedy a false or
must show how the
product will perform under normal use.
must be made to
dissatisfied consumers if you promised to make them.
to children raises special issues. That's
because children may have greater difficulty evaluating advertising claims and understanding the nature of the
information you provide. Sellers should take special care not to misrepresent a product or its performance when
advertising to children. The Children's Advertising Review Unit (CARU) of the Council of Better Business Bureaus
has published specific guidelines for children's advertising that you may find helpful.
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