If a company communicates a marketing message that is not true or is misleading they should be held accountable. Whether it's just to pull the campaign with cease and desist order or be ordered to run corrective advertising to communicate its mistakes I believe the FTC is a very important agency to keep advertisers in line and protect the American people. The first example I found, in which the FTC stepped in and filed a complaint against a company and its misleading advertising, was with a company called Roll Global and its product Pom Wonderful pomegranate juice. "Pomegranate juice lost a little of its pizzazz when Pom Wonderful was ordered to dial down its claims about the extent of the health benefits its product bestows" (Strom, 2012).
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For 40 years the company's advertising made the claim that the mouthwash had "germ-killing properties that prevented and cured colds and sore throats" (Corrective Advertising, 2003). These claims were found to be inaccurate in addition to the fact that consumers believed the claims and formed "false perceptions" (Corrective Advertising, 2003) of the product. Not only did the FTC order a cease and desist of all advertising containing these false claims, but they also ordered them to spend $10 million on corrective advertising which was required to state; Listerine will not help prevent colds or sore throats or lessen their severity" (Corrective Advertising, 2003). The case included the corrective advertising since it was revealed that consumers' perceptions were formed around the advertising in question. I again agree with the FTC actions. It surprises me that they got away with such strong claims for so long. I was a small child when this incident occurred, however, when I asked my mother, she is a Baby Boomer (Farese, 2006), if she at one time had believed that Listerine prevented or cured colds, her answer "yes it does prevent colds". After hearing her response, which falls right in with the misinformation that they spread through advertising for 40 years, I am surprised that they did not demand they spend more on corrective
For 40 years the company's advertising made the claim that the mouthwash had "germ-killing properties that prevented and cured colds and sore throats" (Corrective Advertising, 2003). These claims were found to be inaccurate in addition to the fact that consumers believed the claims and formed "false perceptions" (Corrective Advertising, 2003) of the product. Not only did the FTC order a cease and desist of all advertising containing these false claims, but they also ordered them to spend $10 million on corrective advertising which was required to state; Listerine will not help prevent colds or sore throats or lessen their severity" (Corrective Advertising, 2003). The case included the corrective advertising since it was revealed that consumers' perceptions were formed around the advertising in question. I again agree with the FTC actions. It surprises me that they got away with such strong claims for so long. I was a small child when this incident occurred, however, when I asked my mother, she is a Baby Boomer (Farese, 2006), if she at one time had believed that Listerine prevented or cured colds, her answer "yes it does prevent colds". After hearing her response, which falls right in with the misinformation that they spread through advertising for 40 years, I am surprised that they did not demand they spend more on corrective