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These are obligations that represent both an ethical and, in most cases, a legal/regulatory element. The National Advertising Division of the Council of Better Business Bureaus, the National Advertising Review Board, the Federal Trade Commission, the Federal Food and Drug Administration and many other bodies enforce these obligations when necessary.
- Do not plagiarize. Never, ever, ever represent someone else’s work as your own.
- Do not use false or misleading visual or verbal statements.
- Do not make misleading price claims.
- Do not make unfair comparisons with a competitive product or service.
- Do not make insufficiently supported claims.
- Do not use offensive statements, suggestions or pictures.
- Do not compromise consumers’ personal privacy, and their choices as to whether to participate in providing personal information should be transparent and easily made.
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