TITLE

E*Trade suit: Broker fell short of ad claims

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
October 1999
SOURCE
Advertising Age;10/25/1999, Vol. 70 Issue 44, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses a lawsuit filed on behalf of Truc Hoang of Westlake, Ohio which charges that E*Trade failed to keep promises of fast, reliable service it made in its advertising campaign, in October 1999. In its motion to dismiss, E*Trade cites other cases in which advertising claims were considered mere puffery, sales talk or talking big and are immaterial as a matter of law. An E*Trade spokesman said it is absolutely fine for companies to extol the virtues of their products and services in advertising in an optimistic and positive tone. The suit claims service interruptions in February caused Hoang to pay more for stocks than she would have if her trades had been completed when she first tried to connect with E*Trade.
ACCESSION #
2415194

 

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