TITLE

How to change the ad world

AUTHOR(S)
Cohen, Stanley E.
PUB. DATE
December 1999
SOURCE
Advertising Age;12/20/1999, Vol. 70 Issue 52, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article profiles former U.S. Federal Trade Commission (FTC) chairman Philip Elman and his idea of developing truthful and fair advertising. Philip Elman was a leader among legal reformers in the 1960s, when business was forced to reconsider its own assumptions about what is fair and what is misleading in advertising. A political independent, Elman was appointed to the FTC by U.S. President John F. Kennedy in 1961 after 17 years as a U.S. Department of Justice constitutional law expert. In a 1964 speech, he put in plain words that advertising has a moral duty beyond the law. He spearheaded the concept that cigarettes should not be allowed to advertise on radio and television and that every cigarette package should carry a warning that smoking is harmful to health. In 1964, his efforts stirred the FTC to dramatically order a ban on cigarette advertising. His beliefs about truthful and fair advertising in other landmark FTC cases on deceptive demonstrations in television commercials and advertising directed to children. He contributed to the case for First Amendment rights for advertising in an opinion opposing an FTC decision that treated advertising for a health book as deceptive. He also advocated that FTC change its rules to obtain more comment from the public on its actions.
ACCESSION #
2609717

 

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