| advertising substantiation | The FTC requirement that a company show documentation if there are any challenges to the company's use of safety, performance, efficacy, quality, or competitive price claims.
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| affirmative disclosure | The FTC requirement that a company provide in its advertising certain information to outline product limitations or conditions.
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| cease and desist order | A demand to stop using the message in question.
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| corrective advertising | The FTC requirement that a company must spend a certain percentage of its advertising budget to correct previous false advertising by running advertising explaining that earlier messages were misleading or false.
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| ethics | Moral and value standards that act as behavioral guidelines.
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| puffery | The use of hyperbole or exaggeration to promote a brand.
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| subliminal advertising | Messages that are received subconsciously, below a person's perceptual threshold, causing a desired response.
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