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”
- Insufficient evidence to support claims
- Fake Timers and Numbers
- Reviews of Bad Customers
- Vague Terminology without Evidence
- Hidden Costs
- Bait-and Switch Advertising Techniques
- Greenwashing
- Insufficient information to verify
- Clickbait
- Images of products that have been over-edited
- Misleading words
- Empty celebrity endorsements
- Recurring Price Fluctuations
- “Free” Offers
- False Advertisers Posing As Major Brands
- Compare products in an exaggerated way
- Asterisks that lead to 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 results without a variety of variables such as the market, consumer behavior 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. For example, ask for case studies, evidence, or the method behind these guarantees. 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. Insufficient evidence to support claims
The absence of any evidence supporting the claims being made is an obvious red flag.
For instance, a competitor’s campaign once promised “300% growth in customer engagement” within a month, a claim splashed across their ads. It was intriguing, yes, but when you dig a little deeper it turns out that there were no case studies or testimonials. Skeptical and apprehensive, we decided to steer away from the site. We also advised our clients to do so.
Credibility is not just about big promises. Facts and data are also important. This experience strengthened the commitment to transparent and data-backed 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 a way to market their products. However, some have also included fake timers and numbers 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. You can also wait to see if it restarts. This could result in you missing out on some real opportunities.
Michael Maroney – Marketing Director and Lead Biologist, Infinite Outdoors
4. Reviews of Bad Customers
It is easy to detect false advertising by reading customer reviews.
A YouTuber gave great advice in one of his videos a few years back. He was selling consulting services. There was even a thought of booking a phone call. Reddit users who were asked what they thought of him all replied that he had been a scam. He ghosted and took their booking fees.
Customer reviews are appreciated for this reason. People who have bad experiences are usually more than happy to share their knowledge with others.
Scott Lieberman Owner of Touchdown Money
5. Vague Terminology without Evidence
Marketing that uses vague language without proving it and providing specific details can be a sign of false 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. When asked to provide certified results, many people refuse and verbally state that they have achieved extraordinary results. You should be wary of ads that sound too good, without explaining the truth.
Rehana Aslam Marketing Assistant, Instantly API
6. Hidden Costs
False advertising is often based on hidden costs and fees. A company may advertise a product at a low cost, but include charges for the customer. Examples include subscription fees, payments for using specific features, or surprise delivery charges.
Examine the terms and condition, checkout pages and other relevant documents for any unanticipated charges that were not advertised during the initial marketing campaign. When presented with an offer that seems too good to be true, you should exercise caution.
Gerrid Smith, Chief marketing officer, Joy Organics
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 something less attractive after the customer is engaged.
The shop will advertise a heavily discounted high-end product, only to tell the customer that it is sold out upon arrival and upsell to a more costly model. This is dishonest because the advertised benefits are not delivered. Discounts that seem too good to true should be questioned, especially when the advertised product or service is drastically different.
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 lie or mislead about their environmental practices. They do it to gain an unfair advantage over competitors or to improve the public’s perception.
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. Do thorough online research prior to making a purchase. Remember the idiom, “If it sounds too good to be true, then it probably is.
Emily Onkey, Co-Founder and CMO, Aplós
9. Insufficient information to verify
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 and transparent information.
Rameez Usmani Digital PR and Chief marketing officer, Solar Panel Installation
10. Clickbait
Clickbait should be avoided. These headlines are intended to get your attention and encourage you to click the link or advertisement. When you click on the link, the content might 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 ad which seems to good to be true, or that promises unrealistic results, then be careful and research it before taking action. Don’t let clickbait fool you.
Johannes Larsson is the founder and CEO of JohannesLarsson.com
11. Images of products that have been over-edited
Images of products must be as accurate as possible to what they actually look like. Online listings can be over-edited and give consumers products with a deceptive appearance that are far inferior to the actual quality of the product they receive. This is true especially for clothes, bags, shoes and other fabric products.
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. 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. If you are making a dessert with chocolate, the main ingredient could be corn syrup. 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. Empty celebrity endorsements
It’s a red flag when an ad claims a celebrity endorses the product, but they aren’t featured in the graphics. In images or videos, celebrities who endorse a brand are usually seen using the 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, Founder of Assisted Living Center
14. Price Fluctuations that Recur
A red flag that should be observed when examining marketing campaign to detect false advertisement is the recurrent fluctuations in price, discounts, and promotions without a compelling rationale. Unusual irregularities may raise doubts about the legitimacy of an offer.
A key aspect in identifying false marketing is to recognize that credible campaigns have a consistent pricing and discount structure. If marketing materials are frequently altered in these areas without an explanation, this is a clear indication that the advertised offers may only be partially reliable.
Consumers can detect misleading marketing by examining the pricing and discounting mechanisms.
Jeffrey Pitrak is the Marketing Account Manager at Transient Specialists
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 paid membership 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. They reward minimal effort such as paying, recruiting others, posting ads, etc. It’s vital to spot these schemes to protect yourself and avoid getting into something messy.
Jonathan Merry, Founder Moneyzine
16. False Advertisers Posing Major Brands
False advertising is common in the online shopping industry. As an example, they might post ads with a special on Jordan sneakers. 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 and Co-Founder of Rush Order Tees
17. Exaggerated product comparisons
False advertisements can include exaggerated products comparisons with 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. When comparing products beware of marketing material that makes inflated claims without supporting information.
Bruce Mohr Vice-President of Fair Credit
18. Asterisks that lead to fine print
You spot an ad—”70% off diamond rings!”—and your heart leaps. It’s too good for true. It’s often true. That’s where the little asterisk comes in. It’s like the plot 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.
What’s my advice? Sherlock Holmes is the best way to proceed when you see asterisks. If you need clarification, ask questions and read the fine print. A deal that is truly amazing should be as transparent and brilliant as a perfectly cut diamond. It shouldn’t have any asterisks or other marks to obscure its brilliance.
Nikhil Jogia – Managing director, Jogia Diamonds
Actionable Tips to Spot Fake Advertising
Based on the expert insights you’ve just read, here are some concrete tips for identifying false advertising. These guidelines will help you make better decisions and protect your choices.
Evaluate “Guaranteed Results”
- Request case studies or statistical proof to support any “guaranteed” claims.
- Avoid extravagant promises. If something sounds too good-to-be true, then it probably is.
- Read the fine print on any guarantee.
You must provide evidence for all claims
- Consider data, customer testimonials or endorsements that are credible.
- A lack of concrete proof is a clear sign to be on the lookout for.
- Don’t rely on flashy headlines—dig deeper to find the facts.
Watch out for fake timers and scarcity tactics
- Check to see if the timers reset on different devices and connections.
- It is common to use fake urgency to force consumers into making rash decisions.
- When in doubt, you should wait to see whether the timer is working or if there’s a scarcity tactic.
Check Reviews
- Review reviews across multiple platforms for a more complete picture.
- Social media and forums, such as Reddit, are great places to find 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.”
- Please provide supporting documentation such as certificates or degrees.
- The absence of any evidence to back up vague claims should be a red flag.
Beware of Hidden Costs
- Please read the terms and conditions, particularly during the checkout process.
- Be cautious of deals that seem unrealistically cheap—there might be hidden fees.
- Transparency is an indicator of a trustworthy company.
Avoid Bait-and-Switch Tactics
- Limitations in time or availability should be viewed with caution.
- Avoid upselling to more expensive products if the original product cannot be found.
- The consumer protection laws are frequently violated when there is a bait-and switch.
Guard Against Greenwashing
- Check for eco-certifications and detailed environmental impact assessments.
- 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 more transparent a company, the more trustworthy they will be.
- Brands that are credible will provide easy access to additional information or supporting evidence.
Don’t Fall for Clickbait
- Before clicking, do some research.
- If the content doesn’t match the headline, steer clear.
- Headlines that are inaccurate or misleading can be a sign of faulty information.
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. Happy shopping! 🛒