To help you identify false advertising in marketing campaigns, we’ve gathered insights from eighteen industry professionals, including directors and founders. From being cautious of unsubstantiated “guaranteed results” to recognizing the red flag of asterisks leading to the fine print, these experts share their top tips on what to look for.
- Unsubstantiated “Guaranteed Results”
- Lack of evidence to support claims
- Fake Timers and Numbers
- Reviews from Customers who are Not Satisfied
- No Evidence for Vague Terms
- Hidden Costs
- Advertisements that use bait-and-switch tactics
- Greenwashing
- Absence of verifiable information
- Clickbait
- Imagery of products that have been over-edited
- The Use of Misleading Words
- Empty Celebrity Advertisements
- Recurrent price fluctuations
- “Free” Offers
- Fake Advertisers Posing As Major Brands
- Compare products in an exaggerated way
- The Asterisks Lead to the Fine Print
1. Unsubstantiated “Guaranteed Results”
One significant red flag that indicates false advertising in marketing campaigns is using “guaranteed results” with no substantiation or fine print. The industry cannot guarantee the results of a campaign if there are many variables, like consumer behaviour, market conditions and competition.
For instance, we once took over a campaign for a client who had been promised a “guaranteed 300% ROI” by another agency. Unsurprisingly, this campaign was a failure, and the client became frustrated with marketing agencies.
Dig deeper whenever you see “guaranteed” claims, especially those that sound too good to be true. You can ask for proof or case studies to back up such claims. If the agency or campaign can’t provide these, you’re likely dealing with false advertising. Always exercise due diligence to ensure you’re not falling into a marketing trap.
Simon Brisk, Director, Click Intelligence Ltd
2. Lack of evidence to support claims
A complete lack of evidence to support the claimed claims is one red flag that indicates false advertising.
For instance, a competitor’s campaign once promised “300% growth in customer engagement” within a month, a claim splashed across their ads. Sure, the claim was interesting, but a closer look revealed that there were no data to support it. The decision was taken to stay away and to advise customers to follow suit.
For a campaign to be credible, it must not only make big claims but also include facts. This experience reinforced our commitment to data-backed, transparent marketing.
Josh “Snow” Elizetxe, Founder, Customer Feedback
3. Fake Timers and Numbers
One of the giant red flags for false advertising I’ve noticed recently is that of companies claiming that there’s limited stock or a limited time to purchase to receive a particular deal. Many companies use these tactics as marketing strategies and are honest about them. However, some have used fake numbers or timers to represent sold products on their websites.
It can be hard to tell if these examples of false advertising are real or not. If you can, get a friend to visit the site on a different internet connection and determine if the timer starts again or if there’s a different number. The timer could restart at any moment, but you could lose real opportunities if you just wait.
Michael Maroney is the Marketing Director at Infinite Outdoors and also their Lead Biologist.
4. Reviews from Customers who are Not Satisfied
It is easy to detect false advertising by reading customer reviews.
Several years ago, YouTubers gave great advice. There was a suggestion to book a consultation. He also sold consulting services. Reddit users were asked to share their experience with him. They all said that it was scam. He ghosted and took the booking fee.
Customer reviews are appreciated for this reason. The majority of people with bad experiences are happy to offer advice and help other customers avoid the same mistakes.
Scott Lieberman Owner of Touchdown Money
5. Use Vague Terms Without Evidence
Marketing that uses vague language without proving it and providing specific details can be a sign of misleading advertising. It might be misleading if a campaign uses words like “revolutionary” or “scientifically proven” without showing the certificate or evidence.
Many people say that their marketing shows promising results. Even when they’re asked for proof, they won’t share it and will only verbally say they show extraordinary results. Be cautious about ads that sound good but don’t explain their truth.
Rehana Aslam Marketing Assistant Instantly API
6. Hidden Costs
False advertising is often based on hidden costs and charges. Customers may be charged additional fees by companies that market products or services at low prices. Subscription costs, extra payments to use certain features and unexpected delivery charges are examples.
Examine the checkout page, terms and conditions and any other documentation relevant to the transaction for hidden fees that were not advertised during the marketing campaign. Always be cautious when presented a deal which seems to good to pass up.
Gerrid S. Smith, Joy Organics Chief Marketing officer
7. Advertisements that use bait-and-switch tactics
A classic advertising technique, bait-and-switch involves a company luring people in with an attractive offer. It replaces the offer with a less attractive one after the customer has agreed to it.
The shop will advertise a heavily discounted high-end product, then when they arrive at the store, say that it is out of stock and upsell the customer to an expensive item. The strategy is deceptive and false because the product or service does not deliver on what was advertised. Do not believe discounts that are too good-to-be true. This is especially the case if a product or service differs significantly from what has been advertised.
Tom Miller is the Director of Marketing at Fitness Volt
8. Greenwashing
As more consumers want to purchase sustainable, eco-friendly products, “greenwashing” is rising. “Greenwashing” is when brands mislead consumers or make false environmental claims. In most cases, they do it to improve their image or gain an edge over competitors.
Red flags to watch for may include a product that’s promoted as “eco-friendly,” “sustainable,” or “natural,” with no supporting evidence, or when a brand singles out one green aspect while ignoring the product’s overall footprint.
If you encounter what might be “greenwashed marketing”, be skeptical. Conduct thorough research on the internet before buying. Remember the idiom, “If it sounds too good to be true, then it probably is.
Emily Onkey, Co-Founder and CMO, Aplós
9. Absence of verifiable information
Unverifiable claims about a service or product indicate false advertising. A lack of transparency in a marketing campaign’s claims can be interpreted as an attempt to hide information.
A skincare product that claims to be “doctor-recommended” without naming any specific physicians or providing any supporting proof should be viewed with skepticism. To make an informed decision, consumers should look for accurate information and transparency. They also need to avoid deceptive marketing strategies.
Rameez Usmani Digital PR Chief and Solar Panel Installation Marketing Officer
10. Clickbait
Clickbait is a red flag. The headlines and phrases used are meant to catch your eye, compel you to click the link or ad. If you choose to click on the link, then the content will need to match the hype.
It’s a sneaky tactic some marketers use to generate traffic or leads, but it can be misleading and frustrating for consumers. If you see an advertisement that sounds too good to true, or offers unrealistic results, do your research and be careful before acting. Don’t let clickbait fool you.
Johannes Larsson, founder and CEO at JohannesLarsson.com
11. Images of Products that Have Been Over-Edited
The product images should closely match what the products look like in reality. Online listings can be over-edited. This gives consumers products with a deceptive appearance that is far inferior to the actual quality of the items they will receive. The same is true when it comes to clothing, footwear, bags and other fabrics.
The same is true for industrial and electronic products without seals or logos. The item description may indicate “genuine” or “original,” but the images are edited to look legit.
Campbell Tourgis – VP Sales and Marketing Wainbee
12. Use misleading words
“Made with” is not the same as “made of.” If clothing is made with cotton, it may be mostly rayon, polyester, or some other plastic. Your dessert may be made of corn syrup, even if it is chocolate. Pay close attention to the smaller words in advertising—the conjunctions and prepositions can say quite a lot, and hide even more.
Michael Power, CMO, DTF Transfers
13. Celebrities Endorsements That Are Empty
It’s a red flag when an ad claims a celebrity endorses the product, but they aren’t featured in the graphics. Celebrities who endorsing brands usually appear in photos or videos using their product. It’s a form of high-profile social proof. If the celebrity isn’t shown using their items on any of their marketing assets, then this is likely an empty claim for a bogus offer.
Stephan Baldwin is the founder of Assisted Living Center
14. Price fluctuations that are recurring
When examining marketing campaign to identify false advertising, a red flag that should be observed is the recurrent fluctuations in price, discounts or promotions, without an explanation. Unusual irregularities in marketing campaigns can make people doubt the authenticity of their offers.
To identify false advertising, it is important to understand that credible marketing campaigns are consistent in their pricing and discounting structures. Marketing materials that are frequently changed in terms of pricing and discount structures without any explanation can be a sign they may not be as reliable as advertised.
Consumers can detect misleading marketing by examining the pricing mechanisms and discounts.
Jeffrey Pitrak, Transient Specialists Marketing Account Manager
15. “Free” Offers
It’s a big red flag when advertisements flaunt the word “free.” Getting something for free sounds fantastic, but often there’s a catch. When an ad screams “free,” it often tries to divert your attention away from hidden fees or conditions you might not notice at first glance.
In my own experience, I’ve seen businesses use the promise of “free” to get people to make purchases they wouldn’t otherwise make. A free trial could turn into a monthly subscription. Or a product that is free but has outrageous shipping charges. “Free” can be a way to lure you into spending more than you intended.
I’ve also encountered situations where “free” is tied to illegal pyramid schemes. These schemes offer rewards for minimal efforts, such as making payments, recruiting other people, or placing ads on obscure sites. It’s vital to spot these schemes to protect yourself and avoid getting into something messy.
Jonathan Merry, founder of Moneyzine
16. Fake Advertisers Posing As Major Brands
In the world of e-commerce, fake advertisers try to pose as well-known brands. They may, for example post an ad that advertises a sale on Jordan shoes. However, when you look closer, you notice the Jordan logo isn’t the original from Nike. A subtle change in the basketballer’s position gives away the scam.
It’s always wise to inspect product listings—especially the images—before purchasing any sale items. False advertisers are clever so that you won’t notice their inconsistencies at face value.
Michael Nemeroff CEO of Rush Order Tees
17. Compare products in an exaggerated way
False advertisements can be exaggerated comparisons of products to their competitors. Warning signs include advertisements declaring their product as “the best” or “better than all others,” offering no proof to support their claims.
For example, an ad for a smartphone might say that it’s “the fastest phone in the world,” but this claim isn’t true without testing data to back it up. Beware of advertising materials which make exaggerated claims without providing supporting data.
Bruce Mohr Vice President, Fair Credit
18. All Asterisks Point to Fine Print
You spot an ad—”70% off diamond rings!”—and your heart leaps. The offer sounds almost too good to believe. It’s often true. That’s where the little asterisk comes in. Imagine it like the twist of your favorite film. You’re cruising along, enjoying the show, and then—boom!—everything changes.
Asterisks are usually hidden fine print in contracts. It might say the discount only applies when you buy another piece at full price or during a certain time frame—limitations that make your “jackpot” more like a small win at a carnival game.
My advice: Sherlock Holmes is the best way to proceed when you come across an asterisk. Read the fine print and ask for clarifications if necessary. The deal must be clear, sparkling and without any asterisks to obscure its brilliance.
Nikhil Jogia is the Managing Director of Jogia diamonds
How to Spot False Advertisement
Based on the expert insights you’ve just read, here are some concrete tips for identifying false advertising. Follow these guidelines in order to make informed choices.
Evaluate “Guaranteed Results”
- Request case studies or statistical proof to support any “guaranteed” claims.
- Watch out for extravagant claims. If it seems to good to be real, chances are that it is.
- Please read all fine print that comes with any warranty.
Request supporting evidence for claims
- Consider data, client testimonials or other reliable endorsements.
- Absence of tangible evidence is an obvious warning.
- Don’t rely on flashy headlines—dig deeper to find the facts.
Look out for Fake Timers and Scarcity Techniques
- You can check if the timers have reset on other devices or connections.
- It is common to use fake urgency in order to force consumers into hasty choices.
- Wait to confirm if you’re sure that the scarcity or timer tactic actually exists.
Read Customer Reviews
- To get the full picture, research reviews are best conducted on different platforms.
- Social media, such as Reddit and other forums can provide uncensored views.
- When you see a lot of negative feedback or complaints, be cautious.
Avoid Using Vague Terms
- Watch for words like “revolutionary” and “scientifically proven.”
- You may need to provide additional documents, such as certifications or degrees.
- A lack of proof to back up vague statements is a red flag.
Beware of Hidden Costs
- Be sure to read all terms and Conditions, including during the check-out process.
- Be cautious of deals that seem unrealistically cheap—there might be hidden fees.
- Transparency is an indicator of more reliable companies.
Bait-and-Switch Tactics: Avoid them
- Do not believe limited-time offers or those that are only available for a limited time.
- Beware of the upsell to more expensive products if you cannot get your original item.
- Consumer protection laws are often violated by bait-and-switch.
Guard Against Greenwashing
- Check for eco-certifications and detailed reports on environmental impacts.
- Be skeptical of broad terms like “natural” and “sustainable” without evidence.
- Research the brand’s overall commitment to sustainability, not just a single green feature.
Verify information
- If a claim can’t be easily verified, be skeptical.
- Transparency: the openness of a business is a key factor in its ability to build trust.
- Credible brands offer access to evidence, or other information.
Don’t Fall for Clickbait
- Do your research before you click.
- If the content doesn’t match the headline, steer clear.
- Unreliable sources of information are usually characterized by inaccurate headlines or those that mislead.
By incorporating these tips into your decision-making process, you’ll be better equipped to navigate the often-murky waters of modern advertising. Keep your eyes peeled and your skepticism handy; a savvy consumer is a scam artist’s worst nightmare. Shop safely! 🛒