Does Exaggeration Pay?

Do your ads embroider the truth?

If so, you may be wasting your investment.

Consumers are on to you.

Early this year, research firm Lab 42 asked consumers whether they believe advertisers.

The findings are unflattering:

• Three-fourths (76%) of consumers say advertisers always exaggerate. Fewer than one-fourth (24%) say they don't.

• Among the consumers who believe advertisers always exaggerate, a majority single out advertisers' use of Photoshopped graphics as an obvious attempt to deceive.

• Nearly one-third (32%) of consumers say they "get what advertisers are up to," and 17% would like to see the government punish advertisers for exaggerating.