Corporate social responsibility marketing has been a focus of several major ad campaigns, but if the ads used in the campaign are seen as deceptive by the public, the company is unlikely to be considered socially responsible regardless of the theme of the advertisements. Truthfulness is the first requirement for any socially responsible advertising. 

However, this requirement is not as straightforward as it may appear. Factual information can be presented in such a way as to deceive the viewer, while an image can be manipulated yet still create an accurate final impression. For example, if an advertisement says a certain product is inexpensive without revealing that it will wear out very quickly, then the information is factually accurate yet deceptive.