Yujia Guo

Yujia Guo

31 May, 2024

Principle of fairness, The Federal Trade Commission (FTC) of the United States, Fair competition, Fair trade, Consumer protection.

The principle of fairness is the core idea and focus of attention in the regulation of advertising industry in the United States. In judicial practice, the focus of fair expression has shifted from promoting benign competition to defining deceptive persuasion methods, and then to testing and verifying substantive harmful behavior, ultimately forming a definition centered on consumer protection. Under the judicial framework, fairness refers to legitimate actions between participants in advertising activities — fair competition between advertisers and fair transactions between publishers and consumers. The Federal Trade Commission (FTC) of the United States has established appropriate advertising verification and injury punishment procedures to deal with violators and protect vulnerable consumer groups, in order to achieve fairness, justice, and social function in the overall advertising industry.

© 2024, the Authors. Published by ISCCAC

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