Television Advertising Disclosures: An Empirical Assessment

Televised advertising disclosures are supposedly designed to supply consumers with important information for decision-making. From the perspective of models of information processing, however, these disclosures may well be improperly conceived and executed. Disclaimers presented in other media are also challenged, though television represents a special case because of consumers' inability to control the processing situation (e.g., to study the disclaimer at length if desired) and because of the extensive use of disclaimers in this medium. In this study, televised advertising disclosures are examined experimentally and found generally to be ineffective. Resultant suggestions for researchers and policy-makers are developed.