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Advertising Do's and Don'ts
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Promotional Ideas
Summary
Do fully and clearly disclose all
material information in the advertisement.
Do avoid using terms or phrases in an advertisement that are not
meaningful and clear to the ordinary person.
Do ensure that your sales force is familiar with the "Advertising
Do's and Don'ts" as an advertiser may be held responsible for
representations made by their employees.
Do use the Director's Program of Compliance - contact the your Fair
Business Practices Branch for details.
Do ensure that you have reasonable quantities of a product
advertised at a bargain price.
(Return to the top of this page)
Don't use the word 'sale' or 'special' unless a significant price
reduction has occurred.
Don't increase the price of the product to cover the cost of a
'free' product or service.
Don't make a performance claim before you can substantiate it, even
if you think it is accurate.
Don't use illustrations that are different from the description of
the product actually being sold.
Don't overuse disclaimers.
Don't run a 'sale' for a long period or repeat it every week.
Don't use 'regular price' in an advertisement unless it is the price
at which the product is usually sold.
Don't confuse regular price with manufacturer's suggested list
price, they are often not the same.
Don't forget that no one needs to be actually misled in order to
convince a court that an advertisement is misleading.
Don't forget that the 'Public' includes the ignorant and credulous
as well as the knowledgeable and sophisticated.
Don't forget that ignorance is not a valid defense.
Don't sell a product above your advertised price.
(Return to the top of this page)
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