“In marketing, lying usually means manipulation and — let’s face it — advertising doesn’t exactly maintain a reputation for honesty. Who can forget Skechers and Kim Kardashian who teamed up to claim that by simply putting on a pair of their shoes you’d magically get buns of steel? The FTC didn’t buy it, and they ended up paying a $40 million settlement.
“Classmates.com lied in their email when they told prospects that an old friend was trying to contact them. It cost them a $9.5 million class-action lawsuit.
“So what does a lie achieve?”