Mackenzie_Chp 20

Affirmative Disclosure

 An ad can be literally true yet leave the consumer with a false or misleading impression if the claim is true only under certain conditions or circumstances or if there are limitations to what the product can or cannot do. Thus, under its affirmative disclosure requirement, the FTC may require advertisers to include certain types of information in their ads so that consumers will be aware of all consequences, conditions, and limitations associated with the use of a product or service. The goal of affirmative disclosure is to give consumers sufficient information to make an informed decision. 

http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/10913-affirmative-disclosure.html