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 adsads that state the correct facts and admit that an earlier ad was deceptive. Most states have lawsusually in the form of consumer fraud or deceptive practices statutesthat 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 penaltiesfines and jailbut criminal proceedings for false advertising are rare unless fraud is involved.
Consumers often have the right to sue advertisers under state consumer protection laws.
The following rules will help keep your ads within safe, legal limits. Accurate Make sure your ads are factually correct and that they don't tend to deceive or mislead the buying public. Don't show a picture of this year's model of a product if what you're selling is last year's model, even if they look almost the same. Be truthful about what consumers can expect from your product. Don't say ABC pills will cure headaches if the pills offer only temporary pain relief.