Today's Hot Topic: Guarantees Or Warranties

From time to time I like to remind clients of specific network guidelines to keep in mind when developing advertising. One such guideline involves guarantees or warranties.

Per the network guidelines, references to guarantees, warranties, or similar terms in advertising copy must comply with all applicable laws and governmental rules and regulations, including the Magnuson-Moss Warranty Act and the rules promulgated by the Federal Trade Commission.

Advertisers should generally disclose whether an advertised warranty is "full" or "limited," its duration, and any major limitations of the warranty, such as, parts excluded, costs or responsibilities the customer must undertake. Advertisers should also disclose that rest of the warranty can be seen at the store, e.g., "See dealer for details," or the like.