How to deal with situations that put a product and a company in a negative light has become a major concern for a number of companies. Research in the area of self-disclosure of information and the effect on attraction for the source of the information suggest possible strategies for timing of disclosure of negative information in the advertising message to reduce negative attitudes about the product and the company. This article reports the results of an experiment designed to measure the effects of early or late disclosure of information when consequences of the situation are either light or severe.