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Q.What must be included in an ad containing a warranty or guarantee?

A.Warranties and guarantees are promises that that the company stands behind its products. A "satisfaction guarantee" or "money back guarantee" indicates the company's commitment to provide a full refund if the customer asks for one, for any reason.

Although advertising laws do not require an advertiser to mention a warranty or guarantee, from a marketing perspective, it may be desirable to do so. When an advertiser decides to mention a warranty or guarantee, general advertising laws apply.

So what do the advertising laws require? First, you must ensure that any representation you make about a warranty or guarantee is true, non-misleading, and substantiated. Second, you must promptly and fully honor your obligations under the warranty and/or guarantee.

Advertising laws and false advertising laws regulate product guarantees, product warranties, and service guarantees.




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