Misleading advertisement prevention: standards for truthful claims, endorsements, bait, surrogate and children-targeted advertising. Guidelines set a regulatory framework to prevent misleading advertisements and govern endorsements, applicable to all advertisements and to advertisers, agencies, manufacturers, service providers and endorsers. Advertisements must be truthful, not exaggerate claims, be verifiable, and comply with sector-specific law; occasional unintentional lapses are tolerated if typical specimens can fulfil claims, failures are within acceptable limits and corrective action is taken. Special rules prohibit surrogate advertising, regulate bait and free-offer claims, restrict children-targeted advertising, require genuine endorsements and disclosure of material connections, and mandate prominent, non-contradictory disclaimers.