How to Report False Advertising: Stop Misleading Business Claims
Last reviewed: June 1, 2026·
Written by James Carter, Consumer Rights Researcher
·
Reviewed by HowToReport Editorial Desk·Independent resource — not a government site
Quick answer
Report false advertising to the FTC at reportfraud.ftc.gov, your state Attorney General, and the BBB at bbb.org. Save ads, screenshots, and receipts as evidence before you file.
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“text”: “Report to the FTC. File at reportfraud.ftc.gov with the business name, the ad, and the misleading claim. This is the primary federal report.”
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“text”: “Use the NAD for ad disputes. For challenges to specific advertising claims (often by competitors), the National Advertising Division reviews and can require changes.”
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“text”: “Pursue a refund. Request one from the seller; if denied and you paid by card, dispute the charge with your issuer citing the deceptive advertising.”
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Quick answer: Report false advertising to the FTC at reportfraud.ftc.gov and your state attorney general’s consumer protection office. You can also file with the BBB and, for ad-specific disputes, the BBB National Programs’ National Advertising Division. Save the ad and document the misleading claim before you file.
False advertising — bait-and-switch pricing, fake discounts, unproven health claims, or hidden fees — is illegal under federal and state law. Reporting helps regulators stop deceptive businesses and can support refunds. This guide explains what qualifies and where to file.
What Counts as False Advertising
Illegal deceptive advertising includes claims that are untrue or misleading about a product’s price, quality, or results; fake “sale” or “original” prices; bait-and-switch tactics; undisclosed fees; phony endorsements or reviews; and unsubstantiated health or earnings claims. The FTC requires that advertising be truthful and that objective claims be backed by evidence.
Mere opinion or obvious exaggeration (“the best coffee in town”) generally isn’t illegal. The line is crossed when a reasonable consumer would be misled about something material to their decision.
Where to Report
The FTC (reportfraud.ftc.gov) is the central federal regulator of deceptive advertising and tracks patterns across many complaints. Your state attorney general enforces state consumer-protection (“UDAP”) laws and can pursue refunds and penalties. The BBB documents complaints publicly, and the National Advertising Division (NAD) of BBB National Programs handles truth-in-advertising challenges, often between competitors.
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Get our step-by-step checklist as a quick reference guide
Capture the advertisement. Screenshot or save the ad, listing, email, or commercial, including the date, the seller, and the exact claim that’s misleading.
Identify what’s false. Note specifically how the claim is untrue or misleading and what you expected versus what you received.
Keep your purchase records. Save receipts, order confirmations, and any communication with the seller if you bought based on the ad.
Report to the FTC. File at reportfraud.ftc.gov with the business name, the ad, and the misleading claim. This is the primary federal report.
File with your state attorney general. State consumer-protection laws often allow stronger individual remedies, including refunds and damages.
Document it with the BBB. A BBB complaint creates a public record and can prompt the business to respond or refund.
Use the NAD for ad disputes. For challenges to specific advertising claims (often by competitors), the National Advertising Division reviews and can require changes.
Pursue a refund. Request one from the seller; if denied and you paid by card, dispute the charge with your issuer citing the deceptive advertising.
Frequently Asked Questions
What is considered false advertising?
Untrue or misleading claims about price, quality, or results that would mislead a reasonable consumer about something material — including fake sale prices, bait-and-switch, hidden fees, fake reviews, and unproven health claims. Obvious exaggeration or opinion usually isn’t illegal.
Where do I report false advertising?
File with the FTC at reportfraud.ftc.gov and your state attorney general. You can also file with the BBB for a public record and the National Advertising Division for specific ad-claim disputes.
Can I get a refund for false advertising?
Possibly. Request a refund from the seller first. If you paid by card and were misled, dispute the charge with your issuer. State attorney general actions and class actions can also produce refunds.
What’s the difference between false advertising and puffery?
Puffery is subjective boasting (“world’s best”) that no one takes literally and is legal. False advertising involves specific, objective claims that are untrue or misleading and influence a purchase.
Will one complaint make a difference?
Yes — regulators act on patterns, and each complaint adds to the picture. The FTC and state AGs frequently build cases from many individual reports, so filing matters even if your loss is small.