> If it's genuinely the case that whole product categories are unknown to many people who could realistically benefit from them, as determined by a disinterested third party, an exception could be made for advertising that does not mention specific products or brands.

Now all of the "brought to you by America's <industry group>" ads are back in. So is every pharma ad and every other patented product because they don't have to tell you a brand when there is only one producer.

> The insulation example can be solved by publication of data on average heating costs.

Publication where? In the bottom of a locked filing cabinet stuck in a disused lavatory with a sign on the door saying "Beware of the Leopard"? Also, who decides to publish it, decides what it will say or pays the costs of writing and distributing it?