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advertising substantiation program An FTC program initiated in 1971 to ensure that advertisers make available to consumers supporting evidence for claims made in ads. affirmative disclosure An FTC action requiring that important material determined to be absent from prior ads must be included in subsequent advertisements. appropriation The use of pictures or images owned by someone else without permission. cease-and-desist order An FTC action requiring an advertiser to stop running an ad within 30 days so a hearing can be held to determine whether the advertising in question is deceptive or unfair. celebrity endorsements Advertisements that use an expert or celebrity as a spokesperson to endorse the use of a product or service. comparison advertisements Advertisements in which an advertiser makes a comparison between the firm's brand and competitors' brands. consent order An FTC action asking an advertiser accused of running deceptive or unfair advertising to stop running the advertisement in question, without admitting guilt. consumerism The actions of individual consumers to exert power over the marketplace activities of organizations. corrective advertising An FTC action requiring an advertiser to run additional advertisements to dispel false beliefs created by deceptive advertising. deception Making false or misleading statements in an advertisement. defamation When a communication occurs that damages the reputation of an individual because the information was untrue. ethics Moral standards and principles against which behavior is judged. libel Defamation that occurs in print and would relate to magazine, newspaper, direct mail, or Internet reports. monopoly power The ability of a firm to make it impossible for rival firms to compete with it, either through advertising or in some other way. premiums Items that feature the logo of a sponsor and that are offered free, or at a reduced price, with the purchase of another item. primary demand The demand for an entire product category. puffery The use of absolute superlatives like "Number One" and "Best in the World" in advertisements. self-regulation The advertising industry's attempt to police itself. slander Oral defamation that in the context of promotion would occur during television or radio broadcast of an event involving a company and its employees. unfair advertising Defined by Congress as "acts or practices that cause or are likely to cause substantial injury to consumers, which is not reasonably avoidable by consumers themselves and not outweighed by the countervailing benefits to consumers or competition." vertical cooperative advertising An advertising technique whereby a manufacturer and dealer (either a wholesaler or retailer) share the expense of advertising.