Exerting personal control over one's own laundry could be empowering, LUX ads suggested to female audiences. Women would have to wage a tough fight against their underclothes, which seemed to take on lives of their own in [J. Walter Thompson Company's] wartime advertising. Animated lingerie starred in LUX ad copy in the early 1940s. Flying, chattering bras, slips, camisoles, and girdles claimed to harbor their owners' unpleasant secrets. In some promotions the sneaky garments threatened to release this information, while in other ads, they expressed pity for the oblivious young women who wore them. In one group of ads featuring the wily articles, a headline announced, "UNDIES ARE GOSSIPS!"…

The "Undies Are Gossips" campaign radiated a core message familiar to Americans early in the war: the power of talk. U.S. government propaganda connected conversations with death and destruction for U.S. troops: "Somebody blabbed — button your lip!" and "A Careless Word… A Needless Sinking" warned viewers to check their conversations. One resonant quip suggested "Loose Lips Might Sink Ships."

ads for a product called Vivarin told women their husbands would be more attracted to them if they used it, apparently implying some sort of sexually based arousal which would renew the lagging instincts of tired old married folks. To quote the ad directly:

"One day it dawned on me that I was boring my husband to death. It was hard for me to admit it—but it was true…. Often by the time he came home at night I was feeling dull, tired and drowsy, and so Jim would look at television and, for the most part, act like I wasn’t even there. And I wasn’t. I decided that I had to do something. I had seen an advertisement for a tablet called Vivarin. It said that Vivarin was a non-habit forming stimulant tablet that would give me a quick lift. Last week… I took a Vivarin tablet… just about an hour before Jim came home, and I found time to pretty up a little, too. It worked. All of a sudden Jim was coming home to a more exciting woman, me… The other day—it wasn’t even my birthday—Jim sent me flowers with a note. The note began: ‘To my new wife…'"

All very nice, but but the contribution of Vivarin was to provide merely the amount of caffeine found in two cups of coffee. No miracle aphrodisiac, just good old caffeine at a premium price!
The major allegation of the FTC's complaint about Vivarin concerned this social-psychological misrepresentation... But the Vivarin ads were also alleged to be deceptive because they did not disclose caffeine to be the critical ingredient.