It's simply not true to say that people automatically take their adverts with a pinch of salt. Research in the US suggests that 1 in five young adults trust advertising to always tell the truth and a clear majority think it does “most of the time” [1] , as this is exactly the group that is primarily of concern it can't be taken for granted that they will use caution or undertake further research.  [1] Harris poll. Young adults more trusting of advertising. 5 November 2010.