While 2015 saw the Federal Trade Commission (FTC) increase its focus on social media campaigns, native advertising, and data security and privacy, marketers should remember that the FTC continues to police traditional advertising issues of claims and substantiation.
This past year, the FTC settled with two companies over allegations that they could not substantiate claims touting the efficacy of their dietary supplements. In one case, a marketer of a supplement aimed at increasing cognitive ability settled with the FTC for allegedly making multiple false claims, including that a scientific study validated its claim that its product would reverse cognitive decline and memory loss.
