Power to impose penalties for false advertising enables administrative orders and endorsement prohibitions to protect consumers. Central Authority may, after investigation, order discontinuation or modification of any advertisement found false or misleading and prejudicial to consumers; it may impose penalties on manufacturers, endorsers or publishers and prohibit endorsers from future endorsements where necessary, with defences for due diligence and ordinary-course publishers, consideration of impact and revenue in fixing penalties, and an opportunity to be heard before orders.