Deception in Advertising: A Conceptual Approach

Abstract

T HE recent activity of the Federal Trade Commission and the complaints of numerous consumer interest groups have focused great awareness and interest on deceptive advertising. Unfortunately, it is not adequate, for either the advertiser or the regulator, merely to know that deception is wrong. What is needed is, first, a common understanding of deception that focuses on the consumer. Then, accepted ways of detecting deception must be devised. The purpose of this article is to offer a conceptual approach to understanding and categorizing deception in advertising and to suggest several research approaches that might aid in the measurement of deceptive advertising.