The FTC weighs several factors, including FTC jurisdiction. Although, the FTC has jurisdiction over ads for most products and services, Congress has given other government agencies the authority to investigate advertising by airlines, banks, insurance companies, telephone and cable companies, and companies that sell securities and commodities.

With the geographic scope of the advertising campaign, the FTC concentrates on national advertising and refers local matters to state, county or city agencies. The extent to which, an ad represents a pattern of deception, rather than an individual dispute between a consumer and a business or a dispute between two competitors.

State or local consumer protection agencies or private groups such as the Better Business Bureau (BBB) often are in a better position to resolve disputes involving local businesses or local advertising. To get the address and phone number of your state attorney generals’ office, your local consumer agency, or the nearest BBB, check your telephone directory or the Consumer's Resource Handbook. The amount of injury, to consumers' health, safety, or wallets -- that could result if consumers rely on the deceptive claim. The FTC concentrates on cases that could affect consumers' health or safety (for example, deceptive health claims for foods or over-the-counter drugs) or cases that result in widespread economic injury.