Omission of disadvantages or problems makes ads one-sided.

---

o1. Most ads are "true," but incomplete.
o2. Free choice is informed choice.
o3. Learn to detect relevant omissions.
o4. Recognize your own omissions.

Legally, in most cases, ads can omit the disadvantages of their own product or the advantages of other choices. "Half truths" are common both in politics and advertising. Political "half truths" are often pointed out by the opposition party, or the press.

However, in advertising cases, disclosure laws have forced some "bad" aspects (especially unsafe or unhealthy side-effects) to be revealed.

In 2005, for example, Blockbuster video rental chain had a huge advertising campaign announcing "No More Late Fees." Within a month the consumer protection agencies in some 37 states were preparing lawsuits, as reported (2/19/05): " The New Jersey lawsuit alleges that customers aren't being told that overdue rental are automatically charged at the full sales price if not returned by the eighth day. Even when the customers return a movie within 30 days and are not docked the full amount, they are still hit with a $1.25-per-DVD restocking fee." (You forget it, you bought it!)

Genuine "free choice" depends on our knowing all the options, the whole situation, both the advantages and disadvantages, so we can weigh and balance these various factors, good and bad. Would you buy an expensive new car or computer if you knew that the company were about to go bankrupt? Would you support a war if you knew that key information were being withheld?

Omission of relevant information influences our decision-making process.

Downplaying by omission is common since the basic selection/omission process necessarily omits more than can be presented. Omission is part of the communication process that all people use to their own advantage.

All communication is limited, slanted, or biased to include and exclude items. Generally, most omissions are not relevant.

But, omission of relevant information can also be used as a deliberate way of concealing or downplaying problems.

Thus, the information we receive from others (advertisers or politicians) not only must be truthful, but also must be adequate.

Omission -- something not said, or not done -- is usually very hard to analyze, often very hard to detect. But, there are some clues for looking for relevant omissions:

Look first for possible bad effects and their related causes:

Look for omissions, concerning any problems with the maker, the materials, the design, or the purpose of the product. What "bad" aspects, disadvantages, drawbacks, or hazards have been omitted from the ad?

Look for any unspoken assumptions. An unsaid story?

Look for things which are implied or suggested, but not explicitly stated.

Look in the ad to what gets less time, less attention, smaller print.

Look for euphemisms and words used by ads to minimize the actual cost, such as "only a few dollars a day" or "just a few cents more" or "less than..." or "five easy payments," or "affordable," or "inexpensive."

Recognize also that omissions are dynamic, not static. For more, see: Omission

We, too, often make omissions.

We can have "selective" hearing, not open to other ideas. We can be close-minded, hard-headed, or prejudiced. We can filter out, or block out, the "bad" - - those ideas or facts that we don't want to hear.

We can be self-deluded, be "in denial," by not "facing facts" or "facing reality."

Consumers, in their greed for acquisitions, often ignore the potential problems such as debts or frivolous purchases. (Later, they may have "second thoughts" or "buyers remorse.")

Citizens, in their partisan bias, often ignore the weakness of their own side, their own party or policy.