Effective marketing draws customers to a business and, hopefully, increases profits. When a business advertises products or otherwise communicates with potential customers, marketing communications must be responsible, and the company must be accountable for what it says in its marketing materials. Irresponsible marketing may result in injuries to customers -- physically or financially. Further, untruthful or misleading advertisements may expose the business to lawsuits from customers.
Truthful Content
The
Federal Trade Commission (FTC) enforces laws regarding marketing and
advertisements. In general, responsible marketing communications must
"tell the truth and not mislead consumers," according to a writer on
the FTC's Bureau of Consumer Protection Business Center website. Businesses
cannot lie in advertisements or other marketing communications. While related
to truthful content, the communications also cannot be misleading or deceptive.
Not Deceptive
An
advertisement may be truthful, yet still be deceptive. If a business does not
include all the relevant facts, or otherwise slants the language of the
marketing communication in a way that a customer would be mislead by the facts
of the content, the communication is not considered a responsible type of
message.
Full Disclosure in Plain Language
Problems
or concerns related to the product must be clearly stated in a conspicuous spot
on the marketing communication and in language that the average consumer will
understand. Any limits on liability or concerns regarding warranties or other
promises must be fully spelled out either in the advertisement or in a
supplement that accompanies the advertisement. Consumers must be provided with
enough information about the product to make an informed decision as to whether
they want to expend their resources on that item.
Inoffensive Content
The content must also "fit" the intended audience. The Entertainment Software Rating Board (ESRB), for example, makes a point to companies that produce video games or software intended for mature audiences -- they must not target younger consumers. A game labeled "Mature" should not be advertised during times when the programming is primarily geared toward a younger audience, such as Saturday morning cartoon shows. Further, the content of the advertisement should not be offensive to the general public.