How important is truth in advertising?

That’s a controversial subject.

A lot of people will tell you in advertising (and sales) you need to exaggerate, be deceptive or trick your prospect into calling, walking into your store or buying. The idea is you can make it all good later, that people will never know the difference, or that otherwise it is worth the effort.

That if you tell the truth you can’t get people’s attention and you’ll never get the business.

Just look at these pictures of actual fast food versus their advertising pictures.
Now I’m not opposed to idealizing things or putting your best foot forward.
I’m violently opposed to lying, deception or trickery.
So far as I’m concerned someone who says you have to do that is just advertising their own incompetence.
It takes marketing skill to effectively promote what you have to sell.
If your product isn’t good enough to be truthful about, you need to improve your product.
Don’t you agree?