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'Can't' suggests that they know, or think, that nobody else is capable of accepting every claim in the advertising; 'mustn't' suggests that they know of factual (or maybe moral) reasons why nobody ought to trust it; or they might just be being cynical about advertising in general (rightly or wrongly ... this is not the appropriate forum to judge that point!).
'Shouldn't' strikes a tone of strong advice rather than trying to tell anyone else exactly what to think; 'mightn't' (Answer 4) is almost too weak an argument or recommendation to be worth bothering to express.