The FTC weighs several factors, including:
FTC jurisdiction. Although the FTC has jurisdiction over 
ads for most products and services, Congress has given 
other government agencies the authority to investigate 
advertising by airlines, banks, insurance companies, 
telephone and cable companies, and companies that sell 
securities and commodities. 
The geographic scope of the advertising campaign. The FTC 
concentrates on national advertising and refers local 
matters to state, county or city agencies. 
The extent to which an ad represents a pattern of 
deception, rather than an individual dispute between a 
consumer and a business or a dispute between two 
competitors. State or local consumer protection agencies or 
private groups such as the Better Business Bureau (BBB) 
often are in a better position to resolve disputes 
involving local businesses or local advertising. To get the 
address and phone number of your state attorney general's 
office, your local consumer agency, or the nearest BBB, 
check your telephone directory or the Consumer's Resource 
Handbook. 
The amount of injury -- to consumers' health, safety, or 
wallets -- that could result if consumers rely on the 
deceptive claim. The FTC concentrates on cases that could 
affect consumers' health or safety (for example, deceptive 
health claims for foods or over-the-counter drugs) or cases 
that result in widespread economic injury.