The introduction should provide information on how false advertising contributes either negatively or in some cases positively to society, and touch upon its three components “fraud”, “falsity”, and “misleading” of the product, service, or idea - even if it is not directly linked to the company itself. This will allow the reader to make educated assumptions about its impact.
Then, in the core of the analysis, describe what product, service or idea is wrongfully marketed by the company and its impact. As the company’s direct impact might not be researched, you may use studies as proxies.
Make sure to also take into account:
1/ The breadth of the impact
Is the impact local, national, or global?
How many people are concerned? Thousands? Millions? Billions?
As a rule of thumb, if it affects at least 1 million people, it is considered significant. Although, please bear in mind that this is not always the case, as, at times, it could be considered unfair to expect an impact to touch that many lives. Thus, this is flexible.
2/ The depth of the impact
Is the life of people concerned deeply affected, or does the issue just marginally impact them?
Are the changes brought by the issue profoundly changing society or the planet?
3/ The persistence of the impact