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The Federal Trade Commission is exploring whether to revise its Trade Regulation Rule on Impersonation of Government and Businesses to address how online platforms' ad-optimization practices may be enabling impersonation scams. Through an Advance Notice of Proposed Rulemaking, the FTC seeks public input on potential new obligations for social media, search engines, and digital marketplace platforms to prevent fraudulent ads from reaching consumers.

When Dreame Technology advertised hair styling products claiming to dry shoulder-length hair in two minutes while showing models with much longer hair, competitor Dyson challenged the messaging at the National Advertising Division. The case explores how visual imagery in advertising can communicate claims beyond express statements, and why disclaimers cannot cure fundamentally misleading messages conveyed through powerful visuals.