Journal of Public Policy & Marketing Article Postprint © 2011, American Marketing Association All rights reserved. Cannot be reprinted without the express permission of the American Marketing Association. Deception by Implication: A Typology of Truthful but Misleading Advertising and Labeling Claims Manoj Hastak* Michael B. Mazis** * Manoj Hastak is Professor of Marketing, Kogod School of Business, American University, Washington DC. ** Michael B. Mazis is Professor Emeritus, Kogod School of Business, American University, Washington DC. Initial work on the typlology was done as a part of a project the authors did for the Food and Drug Administration (FDA) regarding truthful but misleading claims in food labeling. The authors are grateful to Alan Levy and Nancy Crane of the FDA, Janice Albert of the FAO, and other members of the FDA project team for their valuable contributions. The authors are solely responsible for opinions expressed in the paper.