Be wary of exaggerated claims in advertisements. If it sounds too good to be true, the chances are that it is?
Question claims that a product is ahead of its time. Be suspicious of 'scientific studies' and 'testimonials'.
Don't assume that the publication in which the advertisement appears has checked or is vouching for the advertiser. This is rarely the case.
If you have any doubts, don't buy.
If you find material in an advertisement that you discover is untrue or misleading, report it to both your local Trading Standards Department and the Advertising Standards Authority in London. The latter organisation will also deal with issues of poor taste in advertising.
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