Advertisers need to be very careful about stating facts about their products. This is absolutely vital for companies selling health or natural supplement products. If the statement cannot be verified, it should not be used. For health products, statements that have not been validated by the U.S. Food and Drug Administration must be marked with a clear disclaimer on the packaging. There is a fine line to be walked when discussing the "facts" or benefits of a product. Yes, it may make a consumer feel younger, but will it really make them "look" younger? If you can't back it up, don't use it.
False advertising can also include inaccurate pictures or descriptions of items. In order to be shown to the public, an advertisement must contain a "reasonable representation" of the item being sold. Many times, typos or pictures that aren't correct aren't caught by proofreaders and unintentionally a wrong product may be displayed. This must be corrected with a public statement in the same publication that the ad was displayed in. If an item was incorrectly promoted at a lower-than-normal price, the advertiser needs to honor that price, even if it means taking a loss.