Episode 4 of Fool Me Twice dives deep into the messy, uncomfortable, and often humorous reality of lies, particularly in selling. Steve and Brad begin by defining a lie as a deliberate attempt to mislead someone while knowing the truth, that lying is often professionally useful. From there, the conversation moves fluidly between comedy, psychology, ethics, and lived experience.

A major focus of the episode is lying in advertising and marketing. The hosts explore how modern consumers are bombarded with misleading promises. This can be hundreds of times per day, through billboards, television, social media, and influencers. Drawing on Brad's background in observation, they unpack how advertising works not just on logic, but on emotion, social proof, and subconscious triggers. From weight-loss endorsements to celebrity spruiking, they question why large-scale, profitable deception is often tolerated, while small individual lies are punished.

The discussion broadens into influencers and social manipulation, tracing the concept back centuries to paid audience members at operas and plays. Social proof, scarcity tactics, and perceived popularity are shown to be powerful drivers of human behaviour, illustrated through real-world examples such as supermarket pricing tricks and influencer culture during COVID.

The episode then takes a more serious turn. Brad and Steve examine ethical lies in policing and medicine. Steve reflects on his time delivering death notifications as a police officer, explaining why he sometimes lied to spare grieving families unnecessary pain. This opens a nuanced debate, "When does honesty become cruel, and when does lying become compassionate?" Similar ethical grey areas are explored in medical settings, where doctors may withhold certainty, patients lie out of embarrassment or fear, and “service lies” like appointment times quietly shape expectations.

AI generated content, fake imagery, and non-existent online personas are highlighted as the next frontier of deception. Reality is further blurred and raising questions about accountability and harm. Yet despite the gravity of the topic, humour remains constant—used not to trivialise lying, but to expose how deeply woven it is into social life.

The episode concludes with a reminder that while lying is part of human nature, intent, impact, and ethics matter. Steve and Brad invite listeners to reflect on the lies they tell, the lies they accept, and the stories they want to share.

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