Consumer advocate: One advertisement that is deceptive, and thus morally wrong, states that gram for gram, the refined sugar used in our chocolate pies is no more fattening than the sugars found in fruits and vegetables.  This is like trying to persuade someone that chocolate pies are not fattening by saying that, calorie for calorie, they are no more fattening than celery. True, but it would take a whole shopping cart full of celery to equal a chocolate pie' s worth of calories. Advertiser: This advertisement cannot be called deceptive. It is, after all, true.
A true statement should be regarded as deceptive if it is made with the expectation that people hearing or reading the statement will draw a false conclusion from it is a principle that would do most to support the consumer advocate's position against the advertiser's response.