Advertising Agency Obligations

Advertising agencies (and more recently, website designers) are responsible for reviewing the information used to substantiate ad claims. These agencies may not simply rely on an advertiser’s assurance that the claims are substantiated. In determining whether an ad agency should be held liable, the FTC looks at the extent of the agency’s participation in the preparation of the challenged ad and whether the agency knew or should have known that the ad included false or deceptive claims.

Inside Advertising Agency Obligations