Finally, a customer whose problem you resolve is unlikely to complain to any agency or board with power to license or oversee your business. Anyone who has had to cope with an investigation knows that even if the original complaint has no merit, the process can be worrisome and, if lawyers are involved, expensive. Your intentions don't matter either. If your ad is deceptive, you'll face legal problems even if you have the best intentions in the world. If FTC investigators are convinced that an ad violates the law, they usually try to bring the violator into voluntary compliance through informal means.
Consumers often have the right to sue advertisers under state consumer protection laws.
Offering a reduction from your usual selling price is a common sales technique. But unless the former price is the actual, bona fide price at which you offered the article, the pricing is misleading. It misleads customers into thinking they are receiving a discount. Some merchants are tempted to do this when they buy seconds or discontinued product lines at a deep discount and want to pretend customers are getting a bargain. In other words, make sure that the higher comparison price isn't an isolated or unrepresentative price.