Fusion 360
We all know that sometimes advertising can go a little far in order to sell the public a product. That is why a good advertising agency makes sure that they are not misleading or false with their strategies, especially in a scrupulous state like Utah. But, sometimes, whether it’s an advertising agency or an in-house production, the advertisements end up a little on the misleading side. Some do a good job of misleading us, while others are blatantly obvious. Let’s take a look at some of these ads.
In early 2011, a mother in California sued Ferrero, the company that owns Nutella, alleging that it made misleading health claims by suggesting the product was a healthy breakfast option despite its high saturated fat content. Nutella is still marketed on its website as a way “to turn a balanced breakfast into a tasty one.”
Last year, the CSPI filed a lawsuit against McNeil Nutritionals — the Johnson & Johnson subsidiary that manufactures Splenda — alleging the additions of fiber, vitamins and antioxidants gave customers the false impression that “Splenda Essentials will help one lose weight, avoid disease, or confer other health benefits.” Needless to say, Utah citizens wouldn’t believe this.
Does Siri understand what you are asking every time? Multiple disappointed Apple customers have filed lawsuits against the company. These lawsuits allege that the advertising campaigns touting Siri present a product with far greater capabilities than that sold to consumers. Perhaps Apple should consider hiring an agency?
Advertisements claim that 5-Hour Energy drink will give an energy boost with “no crash later.” However, a recent study showed that 24 percent of participants consuming the drink experienced a “moderately severe crash that left them extremely tired and in dire need of rest, another drink or some other action.” Oops…
The FTC argued that advertising for Shape-Ups, along with Skechers’ similar Tone-Up and Resistance Runners, misled consumers into believing the shoes would help them slim down and tone their figures. One of the company’s misleading tactics involved a chiropractor in a TV ad endorsing the shoes’ effectiveness based on a study. However, the company paid for the study and the chiropractor was married to a company’s marketing executive. Scandalous!
POM Wonderful ads promised consumers they could “cheat death” if they sipped the pomegranate juice. The drink, the ads said, “can help prevent premature aging, heart disease, stroke, Alzheimer’s, even cancer. Eight ounces a day is all you need.” In 2010, the FTC told the company to stop its deceptive advertising.
Kashi Company's "All Natural" products were chock full of "almost entirely synthetic and unnaturally processed ingredients," according to the class action lawsuit filed against them. Everyone in America from Utah to the east coast was fooled.
In 2009, an Olay ad for its Definity (age defying) eye cream showed former model Twiggy looking wrinkle-free—and a whole lot younger than her years. Turns out the ads were retouched.
Mary-Martin White writes for Fusion 360, an advertising agency in Utah.
Modern marketing is pure chaos. Consumers are revolting against stagnate companies and abandoning traditional media in droves. Only those who adapt will succeed. The revolution is in full-swing.
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