Scenario 6-4 the Lightning Rod Is a Fishing Rod Being Introduced by Introduced

question 57

Multiple Choice

Scenario 6-4
The Lightning Rod is a fishing rod being introduced by Castaway Sports. At a preliminary meeting with its agency, the president of Castaway Sports mentions that the rod can improve casting distance for an average individual by more than 20 percent. The account executive asks if the president has data to support this. The president replies yes. The agency proceeds to produce a series of television spots featuring the endorsement of a well-known celebrity. The spots run on network television and trumpet the improved casting distance that the rod provides. The slogan of the spots is "Lightning Rods--the finest rod ever cast." After about a week, a competitor questions whether the rods really offer the improved performance Castaway Sports claims. The competitor files a complaint with the FTC.
-(Scenario 6-4) In relation to the Lightning Rod spots,

• A) actual deception in the marketplace does not have to be proved for the spots to be considered deceptive.
• B) failure to disclose important facts cannot be the basis for finding the spots deceptive.
• C) misrepresentation of fact, in and of itself, is not enough for the spots to be considered deceptive.
• D) if the claims are literally true, the spots cannot be ruled deceptive.