If FTC investigators are convinced that an ad violates the law, they usually try to bring the violator into voluntary compliance through informal means. In addition, the FTC can require an advertiser to run corrective ads ads that state the correct facts and admit that an earlier ad was deceptive. Most states have laws usually in the form of consumer fraud or deceptive practices statutes that regulate advertising. Under these laws, state or local officials can seek injunctions against unlawful ads and take legal action to get restitution to consumers. Some laws provide for criminal penalties fines and jail but criminal proceedings for false advertising are rare unless fraud is involved.
Consumers often have the right to sue advertisers under state consumer protection laws.
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