普通高中课程标准实验教科书 英语选修9 Unit 5 Using Language

　　 KEEPING ADVERTISEDRS HONEST

　　Organizations and individuals advertise because they want to persuade people to behave in certain ways, for example to buy a certain brand of rice, stop speeding or see a movie at their cinema. Advertisers go, to a lot of trouble and expense to make adverts and so they want to make sure they achieve their purpose. Unfortunately, not all advertisers are good or honest people. Unless we have ways to protect ourselves, these dishonest advertisers will tell lies or use methods that may mislead us. Fortunately, most countries have developed ways to control advertising and prevent false or unsuitable advertising.

　　The law

　　One way to control advertising is to make laws that prevent advertisers doing the wrong thing. Many countries have laws that forbid ads being shown at inappropriate times or in unsuitable places. For example, an ad that has an adult theme cannot be shown during children"s television programmes. In some countries advertising alcoholic drinks or tobacco is banned altogether. There are also laws in most places that prevent advertisers making false statements about their products or from promoting immoral or harmful behaviour.

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