The FTC pays closest attention to:
ads that make claims about health or safety, such as: 
"ABC Sunscreen will reduce the risk of skin cancer."
"ABC Water Filters remove harmful chemicals from tap water."
"ABC Chainsaw's safety latch reduces the risk of injury."
ads that make claims that consumers would have trouble 
evaluating for themselves, such as: 
"ABC Refrigerators will reduce your energy costs by 25%."
"ABC Gasoline decreases engine wear."
"ABC Hairspray is safe for the ozone layer."
Ads that make subjective claims or claims that consumers 
can judge for themselves (for example, "ABC Cola tastes 
great") receive less attention from the FTC.