What is required before making a statement in advertising?

• A. It must be falsely portrayed
• B. It must be known to be true
• C. It must be based on opinion
• D. It must be approved by the SPCB

Answer: (B)

Before making a statement in advertising, it is essential that the statement must be known to be true. This requirement aligns with legal and ethical advertising standards, which emphasize the importance of truthfulness and accuracy in promotional communications. If a statement is false or misleading, it can lead to significant legal repercussions, including claims of false advertising or deceptive practices.

Models of advertising regulation, such as those governed by the Federal Trade Commission (FTC) and various state laws, mandate that claims made in advertisements should be substantiated by evidence. This means that advertisers are responsible for verifying the claims they make and ensuring that there is a factual basis to support them. This principle helps protect consumers from being misled and ensures fair competition among businesses.

In contrast, the other options either suggest practices that could mislead consumers or imply processes that are not legally mandated for all advertisements. It's crucial for advertisers to adhere to this standard of truthfulness to maintain credibility and trust with their audience.