Misleading Advertising Examples
When a brand promises more than it can actually deliver
Great advertising has the power to make people feel inspired, excited, or even convinced to try something new.
But what happens when a brand promises more than it can actually deliver?
Misleading advertisements can damage trust and lead to legal consequences for the brand.
Let’s break down a few real-world cases where big brands crossed the line and what we can learn from their mistakes.
Redbull
For years, Red Bull became a well-known global energy drink brand that owned the slogan “Red Bull gives you wings.”
It became one of the most iconic taglines in advertising, tied to adrenaline-filled sports and high-energy lifestyles.
However, the brand became involved in a class action lawsuit over its advertising.
A group of consumers (Benjamin Careathers, David Wolf, and Miguel Almaraz) filed a class action lawsuit claiming that Red Bull misled buyers.
They argued the ads suggested the drink could improve physical performance and quicker reaction time, without scientific proof to back it up.
In 2014, Red Bull denied any wrongdoing but agreed to a $13 million settlement.
Anyone who bought a Red Bull since January 1, 2002, could get $10 cash or a $15 voucher.
The brand stood by its marketing, saying the settlement was just to avoid a long legal battle.
It’s a classic case of hype going too far, and also a reminder that even clever slogans should stay grounded in truth.
Johnson & Johnson
Johnson & Johnson, a multinational corporation, is widely recognized for its diverse consumer health products, medical devices, and pharmaceuticals.
Johnson & Johnson built its name on trust and care, especially with well-loved products like Johnson’s Baby Powder.
But behind that wholesome image was a serious controversy.
The company was accused of intentionally marketing the product to specific groups, particularly African-American and overweight women, despite growing concerns over its safety.
Lawsuits later linked the product to serious illnesses like ovarian cancer and mesothelioma.
A Reuters investigation found that asbestos had been detected in some of the talc products.
Notably, this information had never been disclosed to consumers or regulators.
The result? A major hit to the company’s reputation and a harsh lesson about the importance of full transparency when health is involved.
L’Oréal
L’Oréal is a big brand well-known for its wide selection of beauty and skincare products.
In 2014, got into trouble over how it promoted two anti-aging products: Lancôme Génifique and L’Oréal Paris Youth Code.
These products were promoted with claims that they were “clinically proven” to “boost genes” and deliver “visibly younger skin in just seven days.”
Such ambitious health-related statements drew the attention of the Federal Trade Commission (FTC), which questioned their legitimacy.
Although bold promises are common in the beauty industry, L’Oréal’s case stood out due to the scientific-sounding language about genetic effects and quick results, claims that lacked adequate scientific support and risked misleading consumers.
The Federal Trade Commission (FTC) stepped in, calling the claims false and unproven.
Consequently, L’Oréal USA was prohibited from making similar anti-aging claims in the future unless it had credible scientific proof.
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