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Definition: Materiality

This term gets its meaning in the advertising space to categorize a deceptive advertisement. Deceptive advertisement is the misleading representation or omission of important information about the product.

The trade authority of a country does not regulate a deceptive advertisement if the deceptive claim by a person is also material. In other words, the claim made should be material to the consumers, rather than just being a trivial one.

Only if the deception is likely to affect the consumer’s choice of a product or conduct regarding the product, the trade authority will consider the claim to be material.

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