When this showed up in my Twitter feed yesterday, I assumed, of course, that this was directed to consumers who may be misled by scam artists claiming to be from the Federal Trade Commission.

But then, I thought, could it be? Does this reflect some new enforcement policy? Is this good news for advertisers who may have pushed the envelope a little too far? While the FTC isn't normally entitled to civil penalties when an advertiser violates the FTC Act, the FTC has been increasingly aggressive in seeking restitution when it believes that advertisers have crossed the line.

Applying the "reasonable advertising lawyer standard," it doesn't seem like the FTC is giving advertisers a free pass here. But, just in case, I may just save this Tweet . . . .