Deceptive and Subliminal Food Advertising

Abstract

The purpose of advertising is to make sure that people know about the range of products and services that are
available on the market. It is the interest of the manufacturers and retailers to make as many consumers as possible aware of
their products or services. But, it is important to ensure that ads meet certain standards, particularly relating legal and ethical
requirements, because consumers do not always have sufficient knowledge to decipher the messages in advertising, to detect
the exaggerations or the possible frauds. They, therefore, need to be protected from the incorrect or misleading ads. Advertising
can encourage the people to over - consume, which is bad for the consumers’ wallet, for the environment and for the sustainable
development. But, if the deceptive and subliminal advertising may harm the security of the children, it means that urgent
measures must be taken to protect this special social class.