Before 1976, advertising was thought to be ‘unprofessional’, in U.S.A. The state felt that work should be won through reputation as engineer and not through advertisement.

But in 1976, Supreme Court ruled that

   Ban on professional advertising is an improper restraint

   It reduces public awareness of available professional services

   They keep prices higher than they might otherwise.

Now the focus has been shifted to restrain deceptive advertising which is done through:

1.   Outright lies

2.   Half-truths

3.   Exaggeration

4.   Making false suggestions or implications

5.   Obfuscation (confusion or not being clear) created by ambiguity, vagueness

6.   Manipulation of the unconscious