Companies should assume the legal obligation for their advertising
Advertising heavily influences the customers’ decision-making process as it puts people in touch with the latest products and technology available. With the help of advertising, there are more chances for cutting-edge products to be understood by the target customers. Thus, the companies always stand in a positive position and that means they should assume the responsibility for the information provided and should be brought to justice if they don’t live up to their promises. With respect to advertising, both the company and customer seek benefits.
There are some convincing reasons for why all business have a legal ...view middle of the document...
The first point with respect to this is that clear and conspicuous disclosures make good business sense (Federal Trade Commission). Therefore, most people react negatively if they think a company is trying to “pull a fast” one by hiding important information. Users are more likely to continue to do business with a company that gives them the straight story up-front (Syrett 2004). Furthermore, no one likes to feel deceived. Keeping ads honest not only shows customers that someone express integrity, but also helps to avoid future problems for the company. Unfortunately, “many companies believe in ‘polishing’ the truth in order to get customers in the door” (capture planning). These firms usually think they can smooth things over with the customer and make a sale once the client walks in. It may work in some cases. It is not desire\able for the customer to be treated in this way during purchasing a product or service.
As to individuals, they have the legal power to request all the detail about the product they want. On the one hand, advertising is a minor element in the context of the many factors that determine individual preferences, consumption and behavior. However, Many terms do have some meaning, but the specific extent is not legally defined, leading to their abuse. For many years, some food companies used terms like "low tar", "light", "ultra-light", "mild" or "natural" in order to imply that products with such labels had less detrimental effects on health (Beasley 2002). In fact, it was suggested that certain food advertising was an important factor in the epidemic of childhood obesity in the United States. Thus, it proved that those terms should be considered misleading. The customer couldn’t obtain the accurate information, which lead to negative effects on their health and life. On the other hand, customers may consider the practicality of products more important than a company’s promises or popularity.
“Customers love to get a call saying his or her order arrived two days early. When making claims to customers - for delivery times, pricing information, repair turnaround, etc. - promise less and give them more”（Tellis & Ambler 2007）.
It is unfair that depletive products and service offer to the customers who allow corporations to earn enough to make a profit.
It is worth pointing out there are also arguments supporting the opinion that the company inaction couldn’t be attributed to their advertising message that sounds like a kind of promise. Sometime, the only purpose of company, who adopt exaggeration technique, is to attract the customers’ attention. The main challenge of advertising lies in its inability to control a consumer's purchasing process, because it is impossible to force consumers to buy a product or subscribe to a service.
“Adverting is all about influencing, so we cannot truly control the consumer minds we are trying to affect. These minds are not ‘ownable’ by a marketer, which makes them fair game...