cannot supply merchandise or a service as promoted, it should provide the product (or service) as soon as it becomes available. Online claims: If a company operates primarily on the Internet, it must keep its website updated to avoid misleading customers. In some countries, such as Australia, bait advertising can have severe legal penalties. Guarantee without a remedy If a company does not say what it will do if a product fails to meet expectations, it is generally free to do little or nothing. This is due to a legal technicality which states that a contract cannot be enforced unless it provides a basis for determining a breach and for providing a remedy for a breach. Fraud in crowdfunding communities such as Indiegogo and Kickstarter can be difficult to prosecute. "No risk" Advertisers can falsely claim that there is no risk in trying their product. They may charge a customer's credit card for a product, offering a full refund if not satisfied. However, the customer may not receive the product; they may be billed for things they did not want; they may be unable to call the company to authorize a return; they may not be refunded an item's shipping and handling costs, or they may have to pay for return shipping. Acceptance by default This refers to a contract (or agreement) in which a customer's lack of response is interpreted as a response in favor of the business; for example, a customer must opt-out of a particular feature (or service) or be charged for it. Subscriptions which automatically renew unless canceled may also constitute acceptance by default. Neurological deception Mirror neurons Mirror neurons are found in several sections of the human brain. They are responsible for mirroring a behavior (or movement) seen in others. In marketing, mirror neurons have been used to stimulate consumers to do what those in advertisements do. Subliminal advertising In subliminal advertising, products (or ideas) are advertised to consumers without their knowledge. Its purpose is to induce a consumer to buy an advertised item while they are unaware that they are being influenced into making a purchase. This form of advertising exploits a consumer's sub-limenal state. Regulation and enforcement United States The United States federal government regulates advertising through the Federal Trade Commission (FTC) with truth-in-advertising laws and enables private litigation through a number of laws, most significantly the Lanham Act (trademark and unfair competition).