a particular soda, or wearing a certain shoe are all unlikely to bring fashionable friends and fun automatically, if at

all. The government rules on advertising, enforced by the Federal Trade Commission (FTC), allow advertising to

contain a certain amount of exaggeration about the general delight of using a product. They, however, also demand

that if one presents a claim as a fact, it must be true.

Legally, deceptive advertising dates back to the 1950s when Colgate-Palmolive created a television advertisement

that seemed to show Rapid Shave shaving cream being spread on sandpaper and then the sand was shaved off the

sandpaper. What the television advertisement actually showed was sand sprinkled on Plexiglas—without glue—and

then scraped aside by the razor.

In the 1960s, in magazine advertisements for Campbell’s vegetable soup, the company was having problems getting
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