Building Trust in Advertising: Insights from the FTC
As deceptive advertising tactics continue to evolve, Serena Viswanathan, Associate Director at the FTC, provides insights into emerging trends in false advertising, the effectiveness of self-regulation, and the critical role of ethical business practices.
For Serena Viswanathan, protecting consumers from fraud and scams—especially in the health industry—was the driving force of her career. She considers herself lucky to have found a place at the Federal Trade Commission (FTC) where she can turn that passion into action.
With 25 years at the FTC, Viswanathan has seen firsthand how deceptive advertising evolves with new technology and media. Today, Artificial Intelligence (AI), user-generated content (UGC) reviews, and social media ads present new challenges. As deceptive marketing tactics become more sophisticated and widespread, the FTC is working to tighten regulations and build stronger consumer protections.
The Fight Against Digital Deception
Tracking misleading ads in the era of personalized advertising and viral marketing is no small feat. Social media platforms amplify the reach of deceptive claims, making them harder to catch. To combat this, the FTC relies on a range of tools, including its consumer complaint database, to monitor and take action against false advertising.
But protecting consumers isn’t just about enforcement—it’s about education. The FTC actively engages with businesses and consumer advocates to spread awareness of advertising laws. One challenge? Many new market entrants simply don’t know the rules, making outreach even more critical.
The Role of Self-Regulation
Can industries effectively regulate themselves? That’s a question the FTC constantly revisits. Viswanathan emphasizes in order for self-regulation to be meaningful, it must result in real marketplace change. Independent programs and certifications, high standards, and effective enforcement are crucial to ensuring consumer protection isn’t just a checkbox, but a true safeguard.
Viswanathan leaves us with a powerful reminder:
“Ethics is the most important aspect of the job… you can never go wrong by taking the high road and taking the ethical position.”
As the landscape of advertising continues to evolve, one thing remains clear—protecting consumers requires vigilance, adaptability, and a steadfast commitment to integrity.
Watch the full interview below.
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