If a firm advertises a product that is not in the category covered by the FTC ad substantiation program,the advertiser:

Question

Quizplus · Accepted Answer

Although the FTC ad substantiation program does not cover the category of the advertised product, the advertiser may still be vulnerable to a challenge from competitors under the Lanham Act. The Lanham Act allows competitors to sue for false advertising if they feel that the claims made by the advertiser are misleading or inaccurate. Therefore, the advertiser should be careful in making claims about their product, even if it is not covered by the FTC program.

If a Firm Advertises a Product That Is Not in the Category