American Advertising
Federation Ethics and Principles*
Truth
Advertising shall tell the truth, and shall reveal significant facts,
the omission of which would mislead the public.
Substantiation
Advertising claims shall be substantiated by evidence in possession of
the advertiser and advertising agency, prior to making such claims.
Comparisons
Advertising shall refrain from making false, misleading, or
unsubstantiated statements or claims about a competitor or his/her
products or services.
Bait
Advertising
Advertising shall not offer products or services for sale unless such
offer constitutes a bona fide effort to sell the advertising products or
services and is not a device to switch consumers to other goods or
services, usually higher priced.
Guarantees and Warranties
Advertising of guarantees and warranties shall be explicit, with
sufficient information to apprise consumers of their principal terms and
limitations or, when space or time restrictions preclude such
disclosures, the advertisement should clearly reveal where the full text
of the guarantee or warranty can be examined before purchase.
Price
Claims
Advertising shall avoid price claims which are false or misleading, or
saving claims which do not offer provable savings.
Testimonials
Advertising containing testimonials shall be limited to those of
competent witnesses who are reflecting a real and honest opinion or
experience.
Taste
And Decency
Advertising shall be free of statements, illustrations or implications
which are offensive to good taste or public decency.
*Adopted by the American Advertising Federation Board of Directors, March 2, 1984, San Antonio, Texas.
Department of Communication, Seton Hall University