Misleading Advertising: The Truncated Graph

Graphs may seem like a safe, simple way to visually convey information to consumers, but they present a minefield of potential hazards for the unwary advertiser. In this post, we will explore one minor tweak that can transform a graph from accurate to misleading: the truncated graph.

First, it is crucial to understand that advertisers are responsible for all reasonable interpretations of their ads. Obviously, this includes intentionally-conveyed messages. However, it also extends to those messages that were unintentionally conveyed. Advertisers must therefore be wary of making claims that can be reasonably interpreted in a variety of different ways, or could easily be misinterpreted, because they may be called upon to provide supporting evidence for claims they did not intend to make, and cannot support.