Noting the lack of a dispute mechanism for determining whether an advertising practice is truly deceptive without generating the costs and negative publicity produced by traditional Federal Trade Commission (FTC) procedures, this paper proposes a model based upon early termination of the issues through jointly commissioned behavioral research. The paper points out that in order to institute the model, it is necessary for the FTC to: (1) promulgate, as either industry guides or regulations, a basic outline of what it considers sufficient scientific methods to justify a "reasonable basis" to substantiate advertising claims and to measure advertising effects; and (2) apply these methods to the early resolution of disputes over deception. The paper describes a "trial run" of the model's concepts, showing that it worked to the benefit of the FTC. (FL)