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 responsibility to ensure that advertising is truthful and not deceptive, and no matter where advertising appears, the same truth-in-advertising standard applies. To start with, the Federal Trade Commission has taken action against dozens of companies that claimed to safeguard the privacy or security of users’ information, but didn’t live up to their promises in the day-to-day operation of their business (Federal Trade Commission).   Therefore, if the products provide benefits, such as for health, safety, or performance, the company should attach competent and reliable scientific evidence. Moreover, there have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Specifically, in countries like New Zealand, South Africa, Canada, and many European countries; their advertising industry operates a system of self-regulation. The creation of a code of advertising standards is encouraged, reaching an agreement among advertisers, advertising agencies and the media. The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful’ (Mcarthur 2009).

It is believed that telling the truth is one of the best methods to maintain a long-term transaction between the company and the costumer. The first point with respect to this is that clear and conspicuous disclosures...