Question

Gerber claimed that its Good Start Gentle formula prevented children who took it from developing allergies - a claim that could have significant consequences for children with allergies. The 2014 lawsuit filed by the Federal Trade Commission was settled in 2019 , with Gerber agreeing not to make any similar claims for the product or imply the government authorized such a claim. Which form of unethical promotion/advertising is illustrated in this example?

A. exaggeration
B. puffery
C. false brand comparisons
D. unverified claim
E. none of the above

Answer 1

Gerber's advertising claim about its formula preventing allergies was an unverified claim, disallowed by the FTC, which monitors truth in advertising to protect consumers.

Step-by-step explanation:

The case of Gerber's claim about its Good Start Gentle formula being able to prevent allergies represents an unverified claim in advertising. The Federal Trade Commission (FTC) enforces rules that prevent untrue factual statements from being advertised to consumers. While some amount of exaggeration can be present, especially when it's about the overall enjoyment of using a product, making an absolute assertion as fact requires that the claim is proven to be true. In the case of Gerber, the FTC's lawsuit and the subsequent settlement in 2019 highlight the importance of only making factual claims that can be substantiated, adhering to the old advice of 'Caveat emptor', meaning 'let the buyer beware.'