The "Corrective Advertising" Remedy of the FTC: An Experimental Evaluation.

The FTC's corrective advertising remedy has been a subject of controversy and debate since it was first introduced in 1970. Yet relatively little empirical research has been performed to assess the impact of this measure. This article reports the results of an experimental study of the communication effects of alternative types of affirmative disclosure. The authors' findings raise some important questions for marketers and public policy makers about the effectiveness of the corrective advertising remedy. [ABSTRACT FROM AUTHOR]