How to change the ad world

Cohen, Stanley E.
December 1999
Advertising Age;12/20/1999, Vol. 70 Issue 52, p16
Trade Publication
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.


Related Articles

  • The economics of regulating deception. Rubin, Paul H. // CATO Journal;Winter91, Vol. 10 Issue 3, p667 

    Discusses pertinent issues concerning the economics of information for the regulation of deceptive advertising. Concept of deception; Major policy conclusions on regulating deception; Examination of advertising prices, regulation and types of goods; Regulation of true information about...

  • Caveat emptor: let the buyer beware. Kreiter, M. // Current Health 2;Apr88, Vol. 14 Issue 8, p11 

    Warns against advertisements, including television commercials, which promote remedies for weight-loss, cold relief, etc. by making outlandish claims of success. How advertisers target customers; How words can be twisted to make false statements.

  • Buyer beware.  // Current Health 1;Feb95, Vol. 18 Issue 6, p12 

    Discusses some measures on how consumers can discern misleading health products advertisements. Objectives of advertisements; Health fraud committed by diet products; Nutritional facts; Words that misled; Ways to check out a company or a product. INSET: Checking it out..

  • Magazine telephone scams.  // Consumers' Research Magazine;Mar1989, Vol. 72 Issue 3, p36 

    Describes deceptive techniques of telephone magazine salespeople. How to handle calls; Information to request; Help for the victimized.

  • Car ads: Low-interest loans and other offers.  // Consumers' Research Magazine;Jun89, Vol. 72 Issue 6, p16 

    Tells how to evaluate special financing and promotional packages offered as incentives by new car dealers. Questions to ask; All aspects of a financing plan.

  • A "New and Improved" View of Puffery. Richards, Jef I. // Journal of Public Policy & Marketing;1990, Vol. 9 Issue 1, p73 

    Examines puffery as a form of deceptive advertising. References to related studies; Definition of puffery; Discussion of issues.

  • When bad ads happen to (mostly) good foods. Liebman, Bonnie // Nutrition Action Health Letter;Apr93, Vol. 20 Issue 3, p8 

    Exposes deceptive advertisements of several food products. Quaker Chewy Granola Bars; Lender's bagels; Post's Grape-nuts; Hillshire Farm's Lite sausage; Simply Jif peanut butter; Amazing Fruit; Florida orange juice;.

  • Communication strategies to counter deceptive advertising. Lord, Kenneth R.; Kim, Chung K.; Putrevu, Sanjay // Review of Business;Spring97, Vol. 18 Issue 3, p24 

    Reports on the results of two studies that explore the factors that moderate consumer susceptibility to deceptive advertising, and strategies that aid in preventing business environments from being deceived by false and misleading claims. Information on three variables which shape the style of...

  • They can't say that, can they? Lans, Maxine S. // Marketing News;10/11/93, Vol. 27 Issue 21, p9 

    Discusses laws on competitors' false advertisements against a company's product or prices. Application of Lanham Trademark Act; Elements for winning a claim; Proof on misleading of consumers; Definition of deception material; Consultation of attorney; Contact information.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics