In terms of substantiation of advertising claims, the FTC and the courts assume that consumers can and will read fine print or qualifying language that is placed in an advertisement.

Question

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The FTC and courts often assume that consumers do not read the fine print or qualifying language in advertisements, and therefore, advertisers cannot rely solely on fine print to correct or clarify the overall misleading impression created by the main claims of an ad.

In Terms of Substantiation of Advertising Claims, the FTC and the Courts