The purchasing decisions process begins with first recognizing a need, and then researching how to fulfill that need. Consumers will often complete the second step of the process by gathering information from advertisements. If an advertisement is untrue or misleading, then it is not fulfilling its basic function. As advertising transitions to the digital age, it becomes easier and easier for advertisers to deceive their audience. However, there are standard policies and standards, in both traditional and digital advertising, that maintain ethics in advertising.