NEWARK
- More than 160 advertisers and 77 media
outlets are using advertisements that are
potentially deceptive to Hispanic audiences,
according to the results of a one-day nationwide
surf of Spanish-language advertisements,
Attorney General Stuart Rabner and Acting
Consumer Affairs Director Stephen B. Nolan
announced today. New Jersey joined the Federal
Trade Commission (FTC) and 59 other groups
in a one-day surf last April of Spanish-language
newspaper, magazine, Internet, radio and
television advertisements.
“We
will not tolerate false advertising and,
when appropriate, we will use our strong
Consumer Fraud Act to its fullest to protect
our citizens,” said Attorney General
Rabner.
Nolan said the one day survey found numerous
ads targeting New Jersey’s Hispanic
community were filled with misleading information
or raised false hopes on issues ranging
from diseases to weight loss to investment
opportunities.
Surf Day was on April 19. Individuals across
the United States and in five Latin American
countries participated. Those involved focused
on identifying potentially deceptive ads
aimed at Hispanics in three areas: health,
credit and business opportunities. Ten Division
of Consumer Affairs’ employees combed
through 20 newspapers and searched the Internet,
finding 67 suspect web site advertisements
and 51 suspect newspaper advertisements.
The results were forwarded to the FTC for
review.
Of the potentially deceptive ads found by
participants during the surf, over half
were health-related and made claims for
weight loss products and “disease
cures.” The ads claimed treatments
and cures for serious diseases, most often
diabetes and cancer. More than half of the
weight loss ads contained false “red
flag” claims that cannot be supported,
according to the FTC.
Work-at-home and business opportunity ads
with questionable claims represented the
second most common type of ads found during
the surf. Some advertised get rich quick
schemes for at-home craft assembly and envelope
stuffing. Many made extravagant earnings’
claims that the FTC has found few, if any,
consumers ever achieve. Participants also
found credit-related ads offering credit
repair and guaranteed credit, among other
services.
The New Jersey Consumer Affairs’ employees
were among 167 individuals who took part
in the surf, including staff at the Food
and Drug Administration, the United States
Postal Inspection Service, and Better Business
Bureaus, as well as Attorneys General offices,
state and local consumer protection agencies,
community-based groups and university students.
Consumer protection agencies in Colombia,
Costa Rica, Mexico, Nicaragua and Panama
also took part in the effort.
The FTC sent letters to 166 advertisers
informing them that their ad claims may
be in violation of the law, and urged them
to review their advertising and promotional
materials. The letters also strongly recommend
that they review business and consumer education
materials on the FTC’s website to
learn more about relevant laws and requirements.
The letters to 77 media outlets advise them
that they are running potentially deceptive
advertising and offers advice to assist
them in screening out advertisements that
contain questionable claims.
In addition to the letters, the FTC forwarded
Internet ads to 10 international law enforcement
partners. Those agencies can review the
ads, which originated in their country,
and take action as appropriate. The surf
also provided law enforcement targets for
several cases announced today by the FTC
at the Hispanic Law Enforcement Forum in
New York City.
For further information about the surf,
a sample FTC warning letter and a list of
participants, please visit the FTC’s
Web site at www.ftc.gov.
New
Jersey consumers with any complaints on
misleading or false advertising, or any
other consumer matter, are encouraged to
contact the Division of Consumer Affairs
toll-free in New Jersey at 800-242-5846
or 973-504-2600, or on
line at www.NJConsumerAffairs.gov.
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