civil liability for false advertisement

today advertisement is an important part of all businesses. using false information in these advertisements are always targeting consumers and rival traders. no doubt in these circumstances consumers need to be protected, however, it is not clear what kind of support and protection can be afforded for consumers and how they can be compensated? can they terminate the contract, or they have to keep the goods and claim for compensation due to civil liability of the supplier? on the other hand, it is not clear what the liability of the media for propagating false advertisements is and how consumers can make claims against the producer of false advertisement and what compensations are available to the consumers from them? false advertisements may also be used against rival businesses as competing traders and make them lose their market. here also the question is whether the rival trader has the right to claim compensation from people benefiting from the false advertisement for their losses?