To establish that an advertisement is false, a plaintiff must prove five things: (1) a false statement of fact has been made about the advertiser's own or another person's goods, services, or commercial activity; (2) the statement either deceives or has the potential to deceive a substantial portion of its targeted audience; (3) the deception is also likely to affect the purchasing decisions of its audience; (4) the advertising involves goods or services in interstate commerce; and (5) the deception has either resulted in or is likely to result in injury to the plaintiff. The most heavily weighed factor is the advertisement's potential to injure a customer. The injury is usually attributed to money the consumer lost through a purchase that would not have been made had the advertisement not been misleading. False statements can be defined in two ways: those that are false on their face and those that are implicitly false.
deception (bedrog) deceptive (bedrieglijk)
Effects of the 2003 advertising/promotion ban in the United Kingdom on awareness of tobacco marketing: findings from the International Tobacco Control (ITC) Four Country Survey http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2593060/
Lanham act cases
critics aimed at drug industry for misleading ads
FDA overview: misleading claims in ads
misleading drug ads (ethics in pharmaceutical advertising)
a limit to the advertising misinformation effect on memory
the cognitive processing of misleading advertisements in young and old adults...