A deceptive ad is a misleading ad that interferes with people’s balanced thought process. Most deceptive ads fall somewhere between ‘innocent truth’ and ‘outright lie.’ Kantians assert that the outright lies are morally wrong. The issue intent is of the advertiser: did the advertiser intentionally deceive? Such intentional manipulation aims at getting consumers to do things they would not normally do and might not be in their best interest (might even cause harm). Manipulation is nothing other than treating people as mere means, rather than as ends in themselves. Possibly the term ‘consumers’ imply people are directed to ends outside of themselves.

By chance I came across the Marlboro discount cigarette website. What caught my attention is the light, ultra light, and low tar or nicotine presentation. The vital issue is whether words like light, ultra light, and statements of low tar and nicotine are vast cases of false (deceptive) advertising. It amounts to a misleading claim that some cigarettes are less toxic than others. This advertising influences smokers to switch to lower-tar cigarettes instead of quitting. It also prompts young people to take up light brands, thinking they are safer. Despite a massive shift of smokers into lower-tar cigarettes, the risk of death by cancer that smokers face has fairly stayed static or even increased. This is accredited to the increase in low-tar smokers who suck lighter cigarettes deeper into their lungs.

Reference:
Boatright, John R. (2003). Ethics and The Conduct of Business. Upper Saddle River:
                  Prentice Hall
http://www.discount-cigarettes-store.com/marlboro