Advertisements promising miracle weight loss, full heads of hair, and rich investment returns prove the power of marketing and how desperately we don’t want to be fat, bald or poor.
Now the Federal Trade Commission, which oversees U.S. advertising, including celebrity and customer endorsements, is proposing to change 28-year-old guidelines so the industry will have to be more specific about what consumers can expect from a product. Until now, it was enough to offer broad disclaimers such as “results not typical.”
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