{"id":33142,"date":"2021-04-23T11:14:03","date_gmt":"2021-04-23T15:14:03","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=33142"},"modified":"2021-04-24T14:17:59","modified_gmt":"2021-04-24T18:17:59","slug":"deceptive-advertising","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/deceptive-advertising\/","title":{"rendered":"Deceptive Advertising Often Manipulates Statistics"},"content":{"rendered":"\n<p>How do companies get away with misleading customers into buying their products? How can statistics be manipulated for deceptive advertising?<\/p>\n\n\n\n<p>If a company can&#8217;t find a statistic that makes them look good, then they resort to plan B: deceptive marketing. The top two methods for this are to either focus on semi-related figures or to attribute correlation to causation. <\/p>\n\n\n\n<p>Learn more about these deceptive <a href=\"https:\/\/www.shortform.com\/blog\/advertising-techniques-examples\/\">advertising techniques<\/a> below.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Deceptive Advertising Techniques<\/strong><\/h2>\n\n\n\n<p>If liars can\u2019t find a statistical calculation that gives them figures they like, another technique they use is to focus on <em>other<\/em> figures that <em>do<\/em> seem to support what they have to say.&nbsp;This deceptive advertising technique isn&#8217;t technically &#8220;lying&#8221; so they can get away with it.<\/p>\n\n\n\n<p>There are two techniques liars use to do this:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Technique #1: Citing Semi-Related Figures<\/strong><\/h3>\n\n\n\n<p>If liars can\u2019t prove something, sometimes, <strong>they\u2019ll prove something else that sounds like it&#8217;s the same as what they were trying to prove.&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, if a cold medicine company can\u2019t prove that their drug cures colds, but they can prove that it kills germs in a lab, they might advertise that their medicine \u201ckills 15,000 germs.\u201d Killing germs <em>isn\u2019t <\/em>the same as curing colds (colds probably aren\u2019t even caused by germs), but they\u2019re close enough that people might think the medicine actually works.<\/li><\/ul>\n\n\n\n<p>Note that <strong>in some cases, the semi-related figure can actually give a more accurate picture of the situation than the direct figure.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, the number of deaths a disease has caused is often a better indication of its incidence than the number of cases of it, because the record-keeping around fatalities is more robust.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Technique #2: Attributing Correlation to Causation<\/strong><\/h3>\n\n\n\n<p>The next deceptive advertising technique involves <strong>pushing the idea that if there\u2019s a relationship between two factors, one of them caused the other<\/strong>, and whichever factor is most favorable to a liar\u2019s argument is the cause.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, one study found that smokers got lower grades at college. A non-smoking activist with an agenda might report this as \u201cIf you stop smoking, your grades will improve.\u201d<\/li><\/ul>\n\n\n\n<p>This is misleading because:<\/p>\n\n\n\n<p><strong>1. It\u2019s often impossible to know which factor is the cause and which is the effect.&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, people struggling with the stress of bad grades could be driven to smoking for relief: In other words, bad grades could be the cause of smoking, not the effect of it.<\/li><\/ul>\n\n\n\n<p>Sometimes, the two factors are so interrelated they both act as both cause and effect.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, stock ownership and income are probably both causes and effects at the same time. The higher your income, the more stocks you can afford, and since stocks make you money, the more stocks you have, the higher your income will be.<\/li><\/ul>\n\n\n\n<p><strong>2. Both factors may be effects of some <\/strong><strong><em>other <\/em><\/strong><strong>cause.<\/strong> While the relationship between the factors <em>is<\/em> real, the cause-and-effect is uncertain.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, maybe the same people who smoke are the same people who have low grades because they like socializing more than studying.<\/li><\/ul>\n\n\n\n<p><strong>3. The relationship between the two may be only due to chance.4. Even if there <\/strong><strong><em>is <\/em><\/strong><strong>a real cause-and-effect relationship, that doesn\u2019t mean it applies to everyone.<\/strong> Correlations are tendencies.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, while it\u2019s fairly conclusive that people who get a post-secondary education have higher incomes than those who don\u2019t, that doesn\u2019t mean that <em>you<\/em> will <a href=\"https:\/\/www.shortform.com\/blog\/make-more-money\/\">make more money<\/a> if you go to college than if you don\u2019t. (It\u2019s also unknown if the people who make more money and also went to college might still have higher salaries even if they hadn\u2019t gone to college\u2014college attracts bright, rich people who already had a better chance at making more money.)<\/li><\/ul>\n\n\n\n<p><strong>5. Correlations can be caused by humans and trends, rather than the factor you <\/strong><strong><em>think <\/em><\/strong><strong>they\u2019re caused by.&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, older women tend to walk with their toes farther apart than younger women. This is because posture trends changed over the years, not because women\u2019s posture necessarily changes as they age (which is what some people may assume).<\/li><\/ul>\n\n\n\n<p><strong>An advanced version of misleadingly attributing correlation to causation is to presume that the correlation extends beyond the data.<\/strong> For example, a study might find more rain results in better crops, and someone might assume that this correlation holds in all circumstances: in other words, that more and more rain <em>always <\/em>results in better crops. However, that relationship doesn\u2019t hold forever\u2014if the rain is so heavy it causes floods, the crops will suffer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do companies get away with misleading customers into buying their products? How can statistics be manipulated for deceptive advertising? If a company can&#8217;t find a statistic that makes them look good, then they resort to plan B: deceptive marketing. The top two methods for this are to either focus on semi-related figures or to attribute correlation to causation. Learn more about these deceptive advertising techniques below.<\/p>\n","protected":false},"author":8,"featured_media":33233,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[20,104,25],"tags":[268],"class_list":["post-33142","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ethics","category-marketing","category-statistics","tag-how-to-lie-with-statistics","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Deceptive Advertising Often Manipulates Statistics - Shortform Books<\/title>\n<meta name=\"description\" content=\"How can companies get away with lying about their products? Because deceptive advertising isn&#039;t actually &quot;lying.&quot; Look out for these clues.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/deceptive-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Deceptive Advertising Often Manipulates Statistics\" \/>\n<meta property=\"og:description\" content=\"How can companies get away with lying about their products? 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