The rules for advertisers are that the advertisement must be truthful and non-deceptive, have proof to show what they are advertising is true,and to make sure that the advertisement is not unfair.An ad is misleading when they are likely trying to deceive the consumer.These are a few of the penalties if a company decides to falsely advertise a product. Cease and desist, these legally binding orders require businesses to stop running the misleading advertisement or indulge in the deceptive activity,to provide evidence for claims in future advertisements.They also have to report annually to FTC employees on the justification they have for claims in new advertisements, and to pay a fine of $43,280 per day per advertisement if the business breaches the law in the future. Next, they would have to deal with civil penalties,consumer redress and other monetary remedies. Depending on the extent of the breach, civil penalties vary from thousands of dollars to millions of dollars. Advertisers have sometimes been ordered to provide all customers who purchased the product with partial or complete refunds. Another penalty from the FTC is corrective advertising, disclosures, and other informational remedies. In order to correct the misinformation expressed in the original ad, advertisers were forced to take out new advertising, to warn buyers of false statements in advertisements, to make clear disclosures in future advertisements, or to provide customers with any other information.