FrankDeath's Journal: false advertising online ?= legal

Recently a link for SuicideGirls has been appearing in the MarketPlace Links section of Slashdot. I had heard of the site before, and I was surprised that the advertisement described it as "The online Men's Magazine for Geeks." If you've seen the site you know that the advertised description is horribly incorrect.

In the brick-and-mortar world, advertisers are only allowed to make absurdly false claims if the average person can tell that it's not meant to be taken seriously.

Is all online advertising headed in the direction of blatant deception? Don't advertisers realize that they are simply training people to ignore their ads? Is there anything proactive we can do to stop unscrupulous advertising?