Deceptive advertising is the use of false or misleading statements in advertising. As advertising has the potential to persuade people into commercial transactions that they might otherwise avoid, many governments around the world use regulations to control false, deceptive or misleading advertising. “Truth” refers to essentially the same concept, that customers have the right to know what they are buying, and that all necessary information should be on the label（WIKI）.

Nowadays, deceptive advertising is a big issue. Many companies, even big companies, have been engaging in Deceptive advertising.

According to BBC news, Nokia apologises for ‘faked’ Lumia smartphone advertisement.

Nokia has apologised after it emerged that an advert featuring video footage which appeared to have been filmed with its new flagship smartphone had in fact been created using different equipment. (BBC)

Nokia is not the only company that engages in deceptive advertising.According to ABC news:

[In many of Apple’s television advertisements, individuals are shown using Siri to make appointments, find restaurants, and even learn the guitar chords to classic rock songs or how to tie a tie. In the commercials, all of these tasks are done with ease with the assistance of the iPhone 4S’s Siri feature, a represented functionality contrary to the actual operating results and performance of Siri (ABCNEWS.COM).

Personally, I believe engaging in deceptive advertising hurts businesses in a long term. Actually, many marketers and advertisers engage in deceptive advertising because they only pay attention to short term and do not really think about the long term consequences and  legal sanction.

Engaging in deceptive advertising has a major effect on customer loyalty. Customer is a key for the most companies. Word of mouth is the one of best types of advertising,To be successful, a business has to build a reasonable  level of trust with their customers. If a customer feels cheated, she/he is going to spread negative reviews. Consequently, people both new customers and existing customers may feel betrayed and are going to find other substitutes.