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5 Tips on Advertising Legally
- Don't engage in false, misleading or deceptive advertising. Make sure your claims are accurate. This responsibility extends to the accuracy of what's in the catalog. Rather than just repeating what the manufacturer says about a product, catalog marketers should ask for material to back up the claims. Stick to the claims that can be supported when writing ad copy and avoid embellishing manufacturers' representations.
- Obtain written permission to use photographs, endorsements, or quoted matter. Remember that some material is protected by copyright. For some projects It may be preferable to start with a clean slate and engage a photographer to fulfill the visual requirements. iPhotoTheNewYou is a photographic resource for advertising and marketing projects.
- Don't use words and phrases like "free" and "easy credit" unless they're true. Easy credit, for example, means you offer credit to poor risks without charging them more for it.
- Remember that consumers can sue you for deceptive advertising, and federal, state, and local governments can take action against you.
- For additional information visit The Federal Trade Commission at www.ftc.gov
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