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> Fabricating, purchasing, or misrepresenting customer experience is deceptive advertising and is a form of fraud.

Doesn’t this make every ad fraud? It’s an actor pretending to enjoy drinking Coca Cola, every ad is the same.

Believe it or not, the laws don't say verbatim "Fabricating, purchasing, or misrepresenting customer experience is deceptive advertising...". I can't really believe that this is a real question and that I'm trying to explain this, either. The actual laws are more specific, and combined with how the courts interpret them, cover a lot of different situations and try to do so in a reasonable way.

If you actually want to understand why "an actor pretending to enjoy drinking Coca Cola" is okay while other kinds of endorsements are not, in the US at least, you could start with the FTC "Truth in Advertising" website, and "Advertising Endorsements" specifically, or other resources on that page.

https://www.ftc.gov/news-events/topics/truth-advertising

https://www.ftc.gov/news-events/topics/truth-advertising/adv...

The actual verbiage is narrower.

First result with a summary of 16 CFR Part 465: Trade Regulation Rule on the Use of Consumer Reviews and Testimonials: https://www.goodwinlaw.com/en/insights/publications/2024/09/...

How do you know the actor is merely pretending ? Maybe they actually it?

Not GP, but here is how I know. Messi and Steve Carell did an ad for local chips brand, (market size < 10 million people). There is no way that brand could afford them. Searched online and found the same ad for Lay's. Turns out Pepsi owns a lot of local snack brands. They'll buy local brand and if it's popular they will keep the brand (instead of replacing it with global brand like Lay's). Ad is recorded for all brands at once, they just replace bag of Lay's with bag of whatever is the local chips they own.

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