In the past, advertisers and marketers could make bold claims about their products without much pushback. They could say a cream makes you look ten years younger or a drink boosts energy instantly. Many of these claims were not entirely true—some were mild exaggerations, while others were outright falsehoods.
But times have changed. Today, with Google, the Internet, and AI tools like ChatGPT, anyone can fact-check claims in seconds. If a company says its product does something extraordinary, customers can verify it instantly. If the claim turns out to be false, the brand risks losing credibility, facing legal action, and damaging its reputation.
What Happens When Advertisers Exaggerate and copy writers pen lose discipline.
Brands that mislead customers often pay a high price. Here are some examples:
Global Cases
1. Volkswagen’s Dieselgate Scandal – The company falsely advertised its cars as environmentally friendly. When the truth came out, Volkswagen faced billions in fines and lost customer trust.
2. Red Bull’s “Gives You Wings” Claim – A U.S. customer sued the company because drinking Red Bull didn’t give him the expected energy boost. The company had to settle for $13 million.
3. Pepsi’s Kendal Jenner Ad (2017) – The brand faced backlash for an ad that seemed to trivialize social justice movements. Although it wasn’t false advertising, it showed how misleading marketing could backfire.
Nigerian Cases
1. Herbal Drug Advertisements – Many Nigerian herbal products claim to cure multiple diseases but have no scientific backing. NAFDAC has cracked down on several brands for misleading health claims.
2. SON and Fake Engine Oil – The Standards Organisation of Nigeria (SON) has been actively fighting the sale of fake and substandard engine oil. Some products claim to improve engine performance but fail in real-world tests.
The Role of NAFDAC , SON &;ARCON in Protecting Consumers
1. NAFDAC (National Agency for Food and Drug Administration and Control) – This agency ensures that food, drugs, and cosmetics meet safety and quality standards. It has shut down factories producing fake products and banned misleading advertisements.
2. SON (Standards Organisation of Nigeria) – SON regulates product standards to prevent substandard goods from flooding the market. It regularly tests products and removes fake ones from circulation.
ARCON (Advertising Regulatory Council of Nigeria does related job.
These agencies work to protect consumers, but in today’s digital world, customers themselves are also watchdogs.
Can Disclaimers Protect Marketers?
Some brands use disclaimers like “Results may vary” or “Based on lab tests” to avoid legal trouble. While this might help in some cases, it won’t protect a company if the main claim is false. Regulators and customers will still call out deception.
How Marketers Can Avoid Trouble
1. Be Honest – If a product improves skin in four weeks, don’t say one week just to sell more.
2. Show Proof – If a drink boosts energy, provide real test results to back it up.
3. Follow Regulations – Work with NAFDAC and SON to ensure ads meet legal standards…also with ARCON.
4. Listen to Customers – Monitor feedback and social media to quickly correct any misinformation.
The Future of Advertising: Honesty Wins
Today’s customers are well-informed and quick to verify claims. The era of exaggerated advertising is fading. The brands that will thrive are those that embrace truth, transparency, and trust.
For marketers, the best strategy is simple: Sell the truth, and customers will reward you with loyalty.
Michael Umogun is the Business Development Director at the Insight Place Lagos Nigeria
Join BusinessDay whatsapp Channel, to stay up to date
Open In Whatsapp
