CommercialAdvertising and Marketing
Advertising FAQs: A Guide for Small Business
This is a plain-English, deeply practical FAQ on U.S. advertising law for small businesses, founders, and the lawyers who advise them. It explains the bedrock rule that ads must be truthful, substantiated, and not unfair under Section 5 of the FTC Act, then walks through the doctrines that trip up real companies: the substantiation requirement, express versus implied and monadic versus comparative claims, the FTC's reasonable-consumer and "net impression" tests, the 2023 endorsement and influencer disclosure rules, native advertising, "Made in USA" claims, the Green Guides, deceptive pricing and "free" offers, bait-and-switch, and comparative advertising. It covers the laws that govern how you reach customers, including CAN-SPAM for email, the TCPA for texts and robocalls, the Telemarketing Sales Rule, COPPA for marketing to kids, and the negative-option and "dark patterns" rules for subscriptions. It addresses competitor disputes under Lanham Act Section 43(a) and the role of self-regulation through the National Advertising Division and its Fast-Track SWIFT process. Throughout, it flags where federal law ends and the fifty-state patchwork of consumer-protection statutes begins, and it gives concrete, worked examples a non-lawyer can follow.