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US government business guidance

Advertising FAQ's: A Guide for Small Business

Published by Federal Trade Commission.

Published
1 April 2001
Accessed
18 September 2026
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  1. Under US FTC guidance, advertisers need a reasonable basis for objective express and implied claims before an advert runs.

    Locator
    What truth-in-advertising rules apply; How the FTC determines deception; What evidence a company must have
    Editorial note
    US guidance only. The advertiser must check the rules that apply to its product, audience, claim, and market.

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US government guidance. The page states April 2001 and notes an edit in January 2025. Check current US and local requirements before use.