Disclaimer Footnotes in Ads: Discrepancies between Purpose and Performance

Marketers use disclaimer footnotes in ads to clarify or deflate claims made in the body of the ad. This is done either to avoid possible charges of misleading or deceptive advertising, or because the FTC has required companies to include an affirmative disclosure in their promotional messages. The present study finds that disclaimer footnotes may not achieve their intended purpose of providing consumers with more complete information for decision-making. Though the incorporation of footnoted disclaimers does not affect comprehension of most claims made in the body of the ad, it does positively affect consumers’ comprehension of disclaimer-related claims. However, the type of footnote (informational vs. restrictive) and the method of presentation (small vs. large print) can significantly influence consumer belief formation about certain brand attributes. Some types and formats of disclaimer footnotes, therefore, may fail to fulfill their intended purpose because consumers are less likely to process them correctly.