Chapter 3 - Advertising Requirements

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Table of Contents

• 3.1 General Principles
• 3.2 Common Names
• 3.3 Impressions
  • 3.3.1 Failure to Disclose
• 3.4 Avoiding Misleading Description
  • 3.4.1 Alarmist Advertising
  • 3.4.2 Atmosphere
  • 3.4.3 Accuracy in Illustrations
  • 3.4.4 Illustrations of People
  • 3.4.5 Reference to Laboratories
• 3.5 Supporting References
  • 3.5.1 Scientific and Technical References and Terms
  • 3.5.2 Statutory References and Terms
  • 3.5.3 Reference to Media Reports and Publications
  • 3.5.4 Reference to Surveys and Questionnaires
• 3.6 Endorsements, Awards and Seals of Approval
• 3.7 Using Comparisons Carefully
  • 3.7.1 Dangling Comparisons
  • 3.7.2 "Light" Products
• 3.8 Appropriated or Inferred Claims
• 3.9 Language Requirements
• 3.10 Net Contents
• 3.11 Labels in Advertisements
• 3.12 Advertisements for Bulk Beef, Veal, Pork and Lamb
• 3.13 Educational Advertising
• 3.14 Broadcast Advertising

Next page: Chapter 3 - Advertising Requirements