The FTC mostly focuses on false advertising claims that have to do with health. If companies make false claims on their products like saying their hairspray is good for the environment and will not affect the ozone,or their sunscreen will reduce the risk of sunscreen. If the company makes a claim saying something like their product is great, then they would not focus on it and would likely say it is puffing and not false advertising. They determine if an ad is deceptive by looking at express and implied claims, an express claim is a direct claim saying that the product will do something, while an implied claim is indirect and makes the consumer come to a conclusion. The FTC also looks at what sufficient evidence the advertiser has for the claims they are making.