Sadeghi M, Daneshpour MS, Khodakarim S, Momenan AA, Akbarzadeh M, Soori H
But after a new advertising substantiation doctrine was instituted in 1972, the FTC was only tasked with proving that the advertiser had failed to prove its claim was reasonably substantiatedin other words, it became easier for the commission to punish marketers for fleecing consumers, and the onus of accountability shifted to the advertisers themselves

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