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A conference paper about antitrust policy in regards to advertising is presented. The author notes that the nature of advertising makes it nonconducive to inhibiting fair trade. Whereas many violations of antitrust policy depend upon secrecy, advertising in its nature is a public venture, subject to public scrutiny.

A conference paper about businesses' view of advertising policy is presented. The author believes that advertising policy in its design is meant to hinder business enterprises. According to the author, policy makers believe that business practices such as product differentiation, trade marking and advertising are designed to create monopolies.

The article presents U.S. commercial law case studies and examples of antitrust violations. Several cases are described, including U.S. v. West Virginia Pulp and Paper Co., U.S. v. New Orleans Chapter, Associated General Contractors of America Inc, and Long Island Moving & Storage Association v. Lefkowitz. Antitrust violations, commercial law, the statute of limitations and the Sherman Antitrust Act are covered.

Public policy decisions dealing with the behavioral responses to deceptive television advertising have relied strictly on a legal definition of deception. This study provides tentative factor analytic dimensions for the evaluation of deception across eight television commercials unofficially rated for deceptiveness by the FTC. Using two different measurement approaches, some degree of factorial similarity was observed. Deception emerged as an independent factor-a finding not previously acknowledged in the literature. While summary (aggregate) judgments across all test ads were used, future research might focus on specific components of an ad to be more compatible with current FTC and judicial requirements. Suggestions for future research are offered. [ABSTRACT FROM AUTHOR]

This article presents a response to an article that examined deceptive advertising in the U.S. The author notes that the article identifies an area that will most likely attract a great deal of attention. He adds that in the majority of cases it is very difficult to determine if advertising is actually being legally deceptive. The author suggests that the research could have used a better respondent and claims that the method of analysis fails to shed the appropriate amount of light on the topic. The author claims that the research would have been bolstered by the inclusion of public opinion, most notably housewives and other dominant purchase makers. He urges researches to conduct the study again with a random sample of the general population.

Here is a different approach to advertising regulation-the psychological one. This sort of advertising depends upon: a vision of society in terms of its goals, values, beliefs, and future; a concept of human nature and the vulnerability of consumers; a fact-based empirical assessment of advertising effectiveness; and an attitude toward regulation and regulators. [ABSTRACT FROM AUTHOR]

The FTC's new policy requiring substantiation of advertising claims is imposing costs and raising entry barriers which may result in higher prices to consumers without creating offsetting values. Also its treatment of advertising in the cereal complaint, suggesting that advertising is a barrier to entry, flies in the face of the logic and the evidence concerning the role of advertising. Advertising is a means of entry not a barrier. It is primarily a method of creating disloyalty among buyers from an advertiser's competitors, not a method of cementing the patronage of current buyers of products. The FTC staff argues that advertising raises costs. It fails to recognize that advertising is an inexpensive substitute for expensive alternative methods of marketing and, consequently, reduces costs. [ABSTRACT FROM AUTHOR]

The article presents legal developments in marketing relating to the regulation of unfair competition. Regarding advertising, cases involving Bristol-Myers Co., et al., American Home Products Corp., et al., Sterling Drug Inc., et al., and Benton & Bowles Corp. are discussed, in which the United States Federal Trade Commission (FTC) has filed complaints of deceptive advertising, with corrective advertising provisions. Regarding nonadvertising promotional methods, a case involving D. L. Blair Corp. is discussed, involving charges by the FTC that a promotional campaign was false and misleading.

The article presents legal developments in marketing relating to the regulation of unfair competition. Regarding advertising, a case involving Firestone Tire & Rubber Co. is discussed, involving charges of false advertising against the company by the United States Federal Trade Commission. Regarding nonadvertising promotional methods, the case State of Washington v. Reader's Digest Association is discussed, involving the effects of federal fair trade law on state fair trade laws when a respondent has been charged under both sets of statutes.

The article presents legal developments in marketing relating to the regulation of unfair competition. Regarding advertising, a case involving Ocean Spray Cranberries, Inc., et al. is discussed, involving United States Federal Trade Commission (FTC) consent orders containing provisions for affirmative disclosure and corrective advertising. Regarding nonadvertising promotional methods, a case involving Crowell Collier and Macmillan, Inc., et al. is discussed, in which the FTC charged that the companies employed deceptive advertising methods.

The FTC is showing concern with deceptive advertising of a subjective nature. The author discusses recent cases in which the potential for deception has been found to exist when an advertiser used visual and verbal cues to imply that a product possessed certain features which, in reality, it did not. Guidelines which apply concepts from the behavioral sciences are suggested for regulating implied and subjective advertising claims. [ABSTRACT FROM AUTHOR]

Leading firms in many consumer industries may soon be charged with acts of unfair competition in violation of Section 5 of the FTC Act. The charges will be based on the economic argument that product differentiation, achieved through advertising and/or styling changes, has transformed competitive industries into noncompetitive ones. This article illustrates the economic issues by analyzing a specific recommendation to place a moratorium on style changes in the auto industry. [ABSTRACT FROM AUTHOR]

The article presents a guide for marketing researchers looking to assess the validity and meaning of social criticism of advertising. The author writes partly in response to assertions made by David Ogilvy in his book, "Confessions of an Advertising Man." Ogilvy warns advertisers that academics or "thought leaders" who openly criticize the effects of advertising may have an influence on public policy surrounding advertising. The author presents a systematic way of classifying and analyzing criticism against advertising methods, activities and influences.

In the Soviet Union's planned society where the means of production and distribution are government and Party monopolies, commercial advertising would appear to be superfluous. Official Soviet policy has always spurned advertising as economic waste and has at times denounced advertising and other "bourgeois capitalistic" devices as competition, production differentiation, and installment buying. Why, then, is commercial advertising "catching on" in the Soviet Union and changing established marketing practices? This article traces and evaluates the rise of this surprising new development in the leading Communist state. [ABSTRACT FROM AUTHOR]

The article reports on research projects that have been completed, or that are underway, which pertain to the field of marketing. The author includes information about research studies that focus on topics including industrial marketing, producers' marketing of commercial products, and foreign trade. One study focuses on the implementation of advertising laws. Additional topics of discussion include retailing, cooperative marketing, and the cost of marketing. Marketing services and general marketing statistics are also discussed.

The article discusses good advertising in the United States. Since the 1890s, the United States has focused on ensuring fair and open competition in industry. This legislation also focuses on deceptive methods in industry, regulated by the U.S. Federal Trade Commission, which was created in 1914. The author believes the majority of the Federal Trade Commission's work has been to prevent deceptive advertising. He believes good advertising tells the literal truth about the product and avoids deception by implication and omission. While the government has refrained from setting a standard set of rules as to what is or isn't unfair or deceptive, the author believes advertisements that lack full disclosure are most often at fault.

The article reports on the Wheeler-Lea Amendment to the Federal Trade Commission Act and consumer protection laws in the United States. The laws guiding the Federal Trade Commission (FTC) call for it to combat unfair business practices. The legal criteria for the FTC to prosecute cases of 'unfair business practices' are negatively impacting the public interest, involvement in interstate commerce, competitive aspects, and that the practice be deemed unfair. The authority, autonomy and powers of the Federal Trade Commission are examined.

The article discusses food and drug legislation in the United States, from the first federal laws in 1906 to the Food, Drug and Cosmetic Act of 1938. The early laws worked to combat falsely advertising the therapeutic abilities of drugs, though it is extremely difficult to prove intent with regards to false or misleading statements. The laws regulated weight labels of packaged foods, the milk fat content of butter, and the quality and contents of canned fruits and vegetables. Power sharing between the Federal Trade Commission and Food and Drug Administration over monitoring deceptive advertising is noted as a delay on the Food, Drug and Cosmetic Act of 1938. Early consumer protection laws are described in the article.

The author discusses the problems faced in the United States by small retailers with higher proportional spending on advertising than larger competitors caused by the Robinson-Patman Act. Typically, such companies charge higher retail prices for goods in exchange for providing higher levels of customer service and spend a greater proportion of their revenues on advertising. Although the Act was intended to protect small businesses, through 1967, the largest group of charges filed by the U.S. Federal Trade Commission (FTC) been against small businesses.

The article comprises descriptions of recent U.S. legal cases and federal trade rules relating to regulation of unfair competition. In the area of advertising, abstracts include "Cinderella Career & Finishing Schools, Inc., Stephen Corp. and Vincent Melzac v. Federal Trade Commission." In the area of nonadvertising promotional methods, abstracts include "In re Star Office Supply Co., et al.," and "In re Metromedia, Inc."

The article presents U.S. commercial law case studies involving misleading advertising and unfair competition in the market for womens' beauty products. The case, Stauffer Laboratories Inc. v. Federal Trade Commission, centers on psychological and motivational factors in advertising. A second case deals with nonadvertising promotional methods. The case of Holland Furnace Company details their allegedly corrupt practices of declaring competitor's furnaces nonfuctioning when in fact they were fine, or in certain cases of destroying good condition competitor's furnaces.

The article offers information on the resolutions adopted by the governing council of the American Public Health Association (APHA), an organization of public health professionals in the U.S., from October 11-15, 1971. Those resolutions include the enforcement of consumer protection regulations, establishment of neighborhood health centers, coordination of federal government's health-related programs, and the development of rapid mass transportation systems. Also included in the resolutions adopted by APHA are the elimination of advertising that stimulates unnecessary drug use, the development of solid waste disposal systems, and the creation of a comprehensive national energy policy.

The article discusses the incorporation of Austria in the German Exchange Control System. Prices in Austria before annexation lay considerably lower than the German level at the old clearing ratio of two Schillings. It was necessary to choose between a rise of Austrian prices, if the old relation were retained, and a simple recognition of the higher real value of the Schilling. The imposition of the German Standstill and Moratorium decrees upon Austria was not taken for short-term foreign debts because of the sum owed by Austrian banks and industries.

This study assesses how well the advertising policies and practices of the major market mass media correspond to the standards set by the Commission on Freedom of the Press and the American Civil Liberties Union. Specifically, to what extent do the media have an "open" policy toward opinion advertising? What types of restrictions do they place on opinion ads? Do they view opinion advertising differently from commercial advertising? And are there policy differences between the print and the broadcast media? [ABSTRACT FROM AUTHOR]

Traces the history of U.S. federal regulation of advertising. Extension of the interpretation of the Federal Trade Commission Act of 1914 to false advertising; Regulation of unfair or deceptive practices in commerce through the Wheeler-Lea Amendment of 1938; Enactment of the Fair Packaging and Labeling Act in the 1960s; Notable cases that involved claims of false advertising.

The article presents legal developments in marketing relating to the regulation of unfair competition. Regarding advertising, a case involving General Transmissions Corp of Washington is discussed, involving charges of false advertising issued by the United States Federal Trade Commission (FTC). The case "Frank Silbert and Sibco Products Co., Inc. v. Federal Trade Commission," is discussed, involving an FTC order to cease and desist from certain advertising practices. A case involving Parents' Magazine Enterprises Inc. is also discussed, in which the FTC issued an advisory opinion concerning the responsibility and authority of media concerning advertising.

The article presents information on the marketing laws related to unfair competition. Misrepresentation and false advertising are described as the most common cases charged by the U.S. Federal Trade Commission, as of April 1962. In the Clinton Watch Co. case, the company offered a life time all inclusive guarantee on its watches but failed to clearly report that a service charge was added for any repairs. A deceptive practice employed by both manufacturers and distributors has to do with pricing pre-ticketing, and Baltimore Luggage Co. exemplifies the Federal Trade Commission's position regarding pre-ticketing. Section 5 of the Federal Trade Commission Act, which deals with unfair or deceptive methods of competition, is specifically violated by fictitious pre-ticketing.

The article presents information on an advisory opinion issued by the U.S. Federal Trade Commission (FTC) in regards to Witkower Press Inc. Witkower is a publisher of the book "Arthritis and Common Sense," which the FTC contends advertises the author's theories on arthritis as an effective treatment on the book jacket. The FTC also claims that the book jacket misrepresents the credentials and honorary degrees earned by the author since he made contributions to universities in order to obtain the degrees. The author finds it particularly interesting that the book jacket was considered by the FTC to be an advertisement.

The article presents information on legal developments in marketing relative to the regulation of unfair competition. The article focuses on United States court cases pertaining to the regulation of promotional and non-promotional advertising. In the case of The New American Library of World Literature Inc. v. U.S. Federal Trade Commission (FTC), the California Court of Appeals overturned the decision of the FTC, stating that in changed or abridged titles of books don't need to be noted on the cover, as long as they are somewhere in the book. In the case of American Tack Co. et al. v. the FTC, the decision by the FTC stopping American Tack from selling German tacks without a label saying they were foreign-made was upheld.

The article presents U.S. legal developments in marketing relative to the regulation of monopolistic methods. In reference to market exclusion tactics the Group Health Cooperative of Puget Sound v. King County Medical Society and the Lorain Journal Co. v. United States cases are cited. In the latter case the U.S. Supreme Court upheld the antitrust action against the Lorain Journal Co. because they said that advertising can interfere with the fair practices of interstate commerce.

The article presents information on legal developments in marketing relative to the regulation of product characteristics. The article cites a ruling by the United States Federal Trade Commission in regard to misrepresentation of product characteristics. The ruling involves Continental Wax Corp. The Commission ruled that if six-month floor wax does not last for six months on an average household floor, the quality of the product is misrepresented. A discussion is presented about consumer's expectations for certain products.