It's always weird to come across articles with pat titles ("Modest Proposal" = something outrageous, said with a straight face; viz, satire) but that doesn't fit the mold. No, I think he's actually being serious about regulating ads based on truth.

In fact, when a politician is caught in a good lie ("Read my lips", "I didn't have sexual relations with that woman...") it's golden for the enemy. There's no real incentive to keep the other guy honest.