You can't complain the idea is not possible. You can't complain the ad promised something it didn't deliver. This is NOT necessarily a scam or rip-off. Also, some dealers run ads that don't tell you what the product is because they have an entire package of information they want to send you. This is also not illegal and is common business practice.
Many people overlook the power of the printed word.
Instead of complaining, people should be writing their mail order publishers when they are ripped-off, providing them with documentation and a summary of these mail order scams. Get your facts straight.