Your Ad Immunity Checklist

Use these questions to inoculate yourself against advertising fallacies:

• Who is endorsing this and do they have relevant expertise? (Authority check)
• What evidence is provided beyond testimonials and emotional stories? (Evidence check)
• What are they NOT telling me? Side effects, limitations, fine print (Omission check)
• Is the statistic absolute or relative? What does the number actually mean? (Statistics check)
• Am I being asked to feel or to think? If the ad relies on a strong emotion in place of real evidence, that is the fallacy at work (Emotion check)