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FTC warns about 'up to' claims in ads

CHICAGO (MarketWatch)-- Consumers are likely to believe that they'll achieve the maximum amount in "up to" ads and estimates, according to a Federal Trade Commission study released Friday. In advertisements that use the phrase "up to" to describe the amount of savings or profit, consumers tend to believe the value describes the average, or what they'll get, rather than the maximum. The FTC believes this study confirms its opinion that advertisers should avoid using the phrase "up to" in advertisements unless they can show that consumers were likely to gain the "up to" result in normal circumstances. The report is based on a test conducted during an investigation of five companies that the FTC believed had made disingenuous claims to consumers with the phrase "up to," and is part of the agency's larger effort to ensure honesty in marketing.