9 Logical Fallacies in Advertising

Fallacies can be deceptively bad arguments (the “argument” conception of fallacy), as well as false but popular beliefs (the “belief” conception of fallacy), as defined by the Stanford Encyclopedia of Philosophy. 

Both types of fallacies are common in advertising, from commercials with no sound reasoning but plenty of attention-grabbing antics, to blatant intentional deception.

These advertising fallacies can be difficult to spot, especially when consumers encounter 4,000 to 10,000 ads in a day. This article will help to identify them, breaking down the most-used logical fallacies in advertising. 

What Are Advertising Fallacies?

Advertising fallacies use the “argument” and “belief” conceptions to appeal to emotion or bias rather than sound logic, convincing consumers to buy without offering any solid evidence for a product’s value. 

With consumers exposed to so many ads on a daily basis, using advertising fallacies has become more common, as advertisers rely on quick, attention-grabbing messages to break through the noise. Simplified appeals that use emotional hooks or the consensus that “everyone is buying this product” connect faster with audiences than factual information.

However, these fallacies can undermine credibility once consumers recognize they’re being manipulated. Fast and loose tactics that grab short-term attention can erode long-term trust. 

Why Advertisers Use Fallacies

Advertisers use fallacies because they work! Ads can successfully compete for (and win!) audience attention in a crowded, noisy marketplace with tactics like: 

• Persuasion shortcuts: Quick mental cues (e.g., trusting a celebrity endorser, seeing “best-seller” as best quality) push people toward decisions without additional analysis.
• Emotional hooks: Messages that tap into feelings, like excitement, fear, or nostalgia, persuade action, even when facts are thin.
• Consensus bias: Suggestions that “everyone else is buying it” make people follow the crowd and see a product as the “right” choice.

These fallacy-based tactics are effective because they exploit the weaknesses of human decision-making. Most people don’t reach decisions based on factual details but by relying on emotional responses (e.g., a “gut feeling”), mental shortcuts (e.g., they don’t over-analyze), and social cues and peer influence. This all makes fallacy-based advertising effective in shaping product purchases and brand perception.

Consequences of Fallacious Advertising

Utilizing advertising fallacies can come with consequences. While today’s consumers are bombarded with advertisements, they are also more brand-conscious. Consumer research reveals that people who detect deceptive or exaggerated claims are more likely to become skeptical of both the ads and the brands behind them, eroding brand trust and reputation.

Using fallacious advertising to the point of deception can lead to penalties from the Federal Trade Commission (FTC), which specifies that “claims in advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based.” 

Depending on the product, the advertising may also need to adhere to additional compliance (e.g., health products) and regulatory standards, such as the U.S. Food and Drug Administration (FDA) for advertising food, cosmetics, and pharmaceutical products. Fallacious, non-compliant advertising can result in hefty fines as well as ads or even products being pulled from the market. 

9 Logical Fallacies in Advertising

1. Bandwagon
2. Appeal to authority
3. False dilemma
4. Red herring
5. Ad hominem
6. Appeal to emotion
7. Slippery slope
8. Straw man
9. Halo effect

1. Bandwagon Fallacy

The bandwagon fallacy is common in ad campaigns, relying on an appeal to novelty and popular consensus. 

An ad uses the bandwagon fallacy when it asserts its claim is correct simply because it’s what most everyone believes. The ad expects you to buy into its claim because of a sense of consensus and expects you to not consider the reasons for its claim. 

Maybelline, the multinational cosmetics company, engages the bandwagon fallacy in its ad for concealer.

The company claims its product is the premier concealer in the United States, relying on the title to convince viewers to join the bandwagon. 

An asterix, however, leads to an explanation of a study behind the claim, which reveals the ad is fallacious. The ad fails to provide viewers with evidence that the item’s popular for its high quality. Instead, it relies on popularity to sell the concealer.

The ad’s “sense of consensus” is just that — a sense. A truly consensus-backed claim could state and support what makes this the “premier” concealer and why. Consensus-backed advertisements provide verifiable evidence and social proof in the form of statistics, case studies, third-party ratings, and authentic stories from real customers.

 2. Appeal to Authority Fallacy

Another tactic frequently deployed in advertising is appealing to authority. Ads appeal to authority if they support their claims by a form of authority, such as industry or product experts providing knowledgeable support of an advertisement’s argument or claims.

However, appealing to authority can be fallacious when:

1. The authority isn’t actually an authority on the particular subject matter
2. The authority is untrustworthy
3. There is a lack of consensus among authorities on the subject matter
4. The person’s argument relies on a quote or statement of the authority taken out of context

One of the most effective uses of fallacious appeal to authority is through celebrity endorsements. Take, for example, Sprite’s usage of the rapper Drake in their commercial. 

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A music icon with tens of millions of followers and innumerable accolades, Drake has cultural authority. However, he is not an authority figure on the quality of beverages. Sprite uses Drake’s cultural influence to promote their products, making the appeal to authority fallacious in this commercial. 

Avoid the appeal to authority fallacy by vetting the authority of sources:

• Verify their credentials
• Only use them within their area of expertise
• Double-check for broad consensus with fellow experts
• Make sure they’re speaking from fact and not opinion
• Watch out for potential bias or conflicts of interest

3. False Dilemma Fallacy

Another common fallacy in advertising is the false dilemma, which unfairly places viewers between a rock and a hard place.

The false dilemma fallacy occurs when an ad unfairly presents too few choices and then implies that the viewer must choose one of the few options. 

An ad that offers few options, however, is not necessarily fallacious. It is a fallacy if the choices provided are unfair.

In the late 1990s, MasterCard ran a popular ad campaign that received praise in the marketing and advertising world for its memorable slogan: “There are some things money can’t buy. For everything else, there is MasterCard.”

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MasterCard used it across marketing assets, including the last frame of commercials with sentimental appeal.

The slogan, however, uses the false dilemma fallacy. The ad presents the viewer with only two options: priceless experiences or intangibles and MasterCard. As an unfair set of choices, MasterCard uses the false dilemma fallacy to appeal to viewers.

Using the false dilemma fallacy can feel emotionally manipulative and, ultimately, make the brand seem untrustworthy. Presenting balanced options avoids the extremes of a false choice and instead shows consumers that they do in fact have options, but with the advertised product or service presented as the best option through honest, nuanced messaging.

4. Red Herring Fallacy

A red herring is not only a fish but also a fallacy commonly deployed by companies in ads.

An ad uses the red herring fallacy if it uses a digression that leads viewers to not consider relevant information. If an ad presents irrelevant information that distracts viewers from information relevant to the product, it’s using a red herring fallacy. 

Old Spice, for example, engages this fallacious tactic throughout its commercials. 

During one commercial, the narrator asks questions and moves through a series of settings. 

The narrator directs his questions to women, asking them how they would like their male partners to smell. He relates the scent of old spice to desirable qualities and abilities such as adventurousness and carpentry.

After beginning the commercial at a beach, he moves to a lake, a kitchen, a waterfall, and then a hot tub. He ultimately lands on a motorcycle and holds a bottle of Old Spice. 

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The questions and quick changes in setting are entertaining but distracting. Rather than providing relevant information about the product, the commercial inundates viewers with irrelevant questions and changes in scenery. 

By deploying the red herring fallacy, Old Spice creates a compelling commercial. However, the fallaciousness distracts the viewer from learning helpful information about the product.

Avoid the pitfalls of the red herring fallacy by refocusing on the core message of the advertisement, which should encompass:

• The product and the features, benefits, and selling points that differentiate it
• A clear action for consumers to take (aka, the “call-to-action” or CTA)
• Supportive, relevant information conveyed in a straightforward manner
• No irrelevant information or distracting gimmicks that outshine the product

5. Ad Hominem Fallacy

The ad hominem fallacy makes an argument by attacking an opponent or competing product. In advertising, this can be persuasion based on personal digs, insults, or dismissive language that make the “other” product look weak or uncool so the advertised product is the “cool” or “in” choice. 

This approach can be seen in ads between direct competitors. Apple’s “Mac vs. PC” commercials may be the best known. 

The PC is represented by a character dressed as an officer worker that is bumbling and clueless, suggesting that PC users are inherently less capable and “old school”. Whereas the Mac is portrayed by a younger guy in jeans, seen as hip, in the know, and representing the future of work. 

While entertaining, this is an ad hominem fallacy that relies on subjective personas and mocking the rival product, rather than directly comparing technical features, advantages, and disadvantages of each.

Using the ad hominem fallacy can seem “smart” or “edgy,” but it ultimately undermines and can alienate consumers. A more credible approach is to focus on comparisons based on merit, highlighting the advertised product’s value and genuine advantages over its competitors.

6. Appeal to Emotion Fallacy

The appeal to emotion fallacy manipulates audience feelings using fear, guilt, or excitement to persuade, without offering proof. While emotion is important to persuasive communication, it becomes a fallacy when emotion replaces evidence entirely. 

Ads utilizing this fallacy often go for shock value or stoke people’s fears. This is often seen in anti-smoking and anti-drug public service ads. The “this is your brain on drugs” ad uses unrelated imagery (an egg sizzling in a frying pan to represent what happens to the brain when on drugs) to shock and frighten audiences into quitting. While the ad is memorable, it relies heavily on fear and surprising, vivid imagery rather than actual health facts or information on how to quit. 

Rather than preying on people’s emotions through fear or shock value, ads can use authentic storytelling to illicit genuine emotion. Showing real product benefits, use cases, and actual customer experiences can tie-emotion naturally so that the message feels both compelling and credible.

7. Slippery Slope Fallacy

The slippery slope fallacy suggests that one small action will inevitably lead to extreme or catastrophic outcomes. Advertisers sometimes use this to exaggerate the consequences of not buying or using their product. The problem is that these claims rarely hold up and can appear manipulative. 

Advertisers often use an exaggerated slippery slope fallacy for comedic effect. DIRECTV’s commercial presents their product as superior to cable by over-emphasizing how a cable outage can be the trigger for a series of calamities that ultimately forces you to “sell your hair to a wig shop.” The ad oversimplifies the threat of disaster and over-dramatizes the outcome, using fear-based logic even though the risk isn’t real.

Messaging grounded in realistic, evidence-based cause-and-effect can avoid the slippery slope. For example, an insurance company could effectively demonstrate how failing to buy adequate coverage could lead to surprise costs and even financial hardships from just a “minor” accident. 

8. Straw Man Fallacy

The straw man fallacy misrepresents an opposing product or view, exaggerating perceived flaws so it’s easier to dismiss. Advertisers deploy this fallacy to oversimplify a competitor’s features and/or distort their supposed shortcomings. Ads may also create or distort a “problem” and then herald the advertised product as the best or only solution.

This Culligan commercial suggests that tap water tastes bad, is unhealthy, dirty, and possibly unsafe, filled with contaminants. The reality is tap water is highly regulated and safe in most regions. The misrepresentation sets up a weak version of reality that Culligan then “defeats” with its water filtration system and your personal Culligan Man. 

The straw man fallacy can backfire when consumers recognize the overexaggeration. A stronger approach is to frame the problem/solution accurately and let genuine advantages stand out.

9. Halo Effect Fallacy

The halo effect fallacy happens when the positive trait of a person or product is used to imply unrelated benefits. In advertising, this positive affinity by association is often seen when a popular celebrity stars in a product’s commercial. Their charisma creates the “halo,” even if it has no logical link to the product’s qualities.

Brands often use their own positive affinity and reputation to create a “halo effect” around any new product they launch. For example, Apple’s product launches are events, eagerly anticipated because of the established quality, satisfaction, and positivity with its existing products. Any new or updated product is assumed to carry on the Apple legacy, and their product introduction ads reiterate this.

The halo effect can come off as misleading if endorsements aren’t substantiated or brand superiority is implied as enough, with nothing specific said about the product. Strong ad messaging highlights real product performance rather than borrowing credibility.

Ethics and Compliance Guidelines

You don’t have to avoid advertising fallacies altogether. There are ways to use these various forms of persuasion in your ads and still have compliant messaging that aligns with FTC standards.

Follow these guidelines of “Advertising Do’s” and “Advertising Dont’s” for each Advertising Fallacy:

Ad Copy Audit Checklist

Avoid logical fallacies in your advertising by following this checklist. Quickly audit ad copy for shaky reasoning, questionable claims, fallacies, and regulatory risks. 

1. Identify claims

   Read the copy and list every claim the ad makes. This means both explicit claims (what it states) and implied claims (what a consumer could infer). For each claim note the target audience, the promised benefit and whether the claim is qualitative or quantitative. Flag any superlatives (“best,” “#1”), promissory language (“will,” “guarantees”), or comparisons to competitors for closer review. Are there assertions that need evidence?

2. Verify evidence

   Ensure you can substantiate every claim identified. You may need to ask for the underlying data or source (studies, test results, internal metrics), check the methodology (sample size, controls, who conducted it), confirm the date and geographic scope, and look for conflicts of interest (paid studies, brand-funded research). Scientific or health-related claims require “competent and reliable” evidence consistent with industry standards, per the FTC. 

3. Flag fallacies

   Scan the copy for common reasoning shortcuts and fallacies that substitute persuasion for proof. For problematic lines, write alternative phrasing that makes the same marketing point but with evidence or clearer language (e.g., changing “This will make you more successful” to “Customers reported X% improvement in Y after using the product, per [study/testimonial]”). Replace persuasive shortcuts with verifiable benefit statements wherever they’re needed and whenever possible.

4. Ensure regulatory compliance

   Below are advertising compliance guidelines from the FTC. There may be additional regulations your ads must comply with based on your product and industry. 

   • Cross-check claims against truth-in-advertising principles as outlined by the FTC.
   • Confirm any required disclosures are present and conspicuous (e.g., paid endorsements, material connections).
   • Remove or reword any unsubstantiated health or performance promises.
   • Verify user reviews and testimonials as genuine.
   • Escalate high-risk claims (medical, financial, safety) to legal/compliance for sign-off along with any other copy/claims that may be in doubt. 

Best Practices for Ethical Advertising

Follow these best practices of ethical advertising to strengthen brand credibility and consumers’ trust.

Ground claims in truth and evidence: Clearly define what your ad is promising and make sure you have reliable proof to support it through verifiable benefits, case studies, and transparent data. This keeps messaging accurate but also ensures ads can stand up to consumer scrutiny and regulatory review. 

Avoid persuasion shortcuts: Steer clear of exaggerated cause-and-effect statements or misleading comparisons. Wording and messaging like “everyone’s using X” or “guaranteed results” can be signs of fallacy and shortcuts. 

Ensure information transparency: Building and maintaining trust requires transparency in how your information is presented. Ethical advertising makes disclosures easy to spot, avoids hiding limitations in fine print, and respects the audience’s ability to make informed decisions. 

Frequently Asked Questions

How can I spot a logical fallacy in my ad copy?

Review your ad copy for fallacies with these steps: Start by isolating the main claim to identity exactly what is being promised. Next, check whether there’s evidence backing that claim (e.g., data, testimonials, third-party validation) or if it relies only on emotional pull or vague comparisons. Last, try reframing the message to be more fact-based. If the ad still feels persuasive without shortcuts, it’s probably free of fallacies.

Are fallacies illegal in advertising?

Not all fallacies are illegal, but misleading or deceptive claims can cross the line. The Federal Trade Commission (FTC) requires that “claims in advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based.” When a fallacy results in a false or unsubstantiated claim (e.g., exaggerating health benefits or fabricating endorsements), it can trigger enforcement actions or penalties.

What is the impact of using emotional appeals?

Emotional appeals can help ads stand out in a crowded media space, grabbing audience attention quickly and sparking short-term engagement. However, if emotion is used without substance, it risks eroding credibility and trust over time. The most effective campaigns balance emotional resonance with clear, verifiable information, using feelings to amplify the message rather than replace it.

Should I avoid all fallacies in my marketing?

You don’t need to remove all the fallacies and persuasive techniques from your marketing. The key is to avoid deceptive reasoning, e.g., claims that can’t be supported or mislead the audience. Persuasion rooted in authentic benefits, storytelling, and human emotion is valid. Avoid fallacies that substitute for truth.

Which fallacy is most common in digital ads?

One of the most common fallacies in digital advertising is the bandwagon fallacy or consensus bias, often expressed as “best-selling,” “trending,” or “everyone’s buying this.” A Nielsen survey found that 88% of consumers trust peer reviews and social proof more than traditional advertising. Because social cues carry weight in digital environments, advertisers frequently lean on them to drive quick clicks and conversions.

Be Aware of Logical Fallacies in Advertising

Fallacious content runs rampant, permeating daily conversations with friends and media across different mediums. Logical fallacies may be commonplace. However, the faulty reasoning isn’t always easy to spot.

Each fallacy presents a unique weakness that reveals the illogical nature of the claim it attempts to support. 

By understanding common logical fallacies in ads, it’s easier to avoid falling for them and make more informed purchasing decisions. 

The right advertising agency can creatively market your product or services without using logical fallacy traps. Clutch simplifies your search for advertising agencies so you can hire with confidence. Find an advertising agency that can achieve your goals.