1. 21
Regulation of Advertising and Promotion
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

2. Advertising Regulation
Advertising is regulated through:
Self Regulation
Federal Regulation
State Regulation

3. Self-Regulation of Advertising
Voluntary self regulation by the advertising industry to
maintain consumer trust and confidence and limit
government interference
Self-regulation is done by:
Advertisers and Agencies
Trade Associations
Businesses - BBB
National Advertising Review Board
Media

4. The NAD is an important self-regulatory body

5. Sources of NAD Cases (2001)
Competitor Challenges 66%
NAD Monitoring 15%
Local BBB Challenges 5%
Consumer Challenges 14%
0 20 40 60 80

6. Decisions on NAD Cases (2001)
Modified/Discontinued 60%
Substantiated 15%
Referred to Government 7%
0 25 50 75 100

7. TV Network Guidelines for Children’s
Advertising
Must not over glamorize product
No exhortative language, such as “Ask Mom to buy
No realistic war settings
Generally no celebrity endorsements
Can’t use “only” or “just” in regard to price
Show only two toys per child or maximum of six per commercial
Yes
5-sec. “island” showing product against plain background at end
Animation restricted to one-third of a commercial
Generally no comparative or superiority claims
No costumes or props not available with the toy
No child or toy can appear in animated segments
Three-second establishing shot of toy in relation to child
No shots under one second in length
Must show distance a toy can travel before stopping on its own

8. 4As Policy on Comparative Ads
1. The intent and connotation of the ad should be to
inform and never to discredit or unfairly attack
competitor, competing products, or services.
2. When a competitive product is named, it should be
one that exists in the marketplace as significant
competition.
3. The competition should be fairly and properly identified
but never in a manner or tone of voice that degrades
the competitive product or service.
4. The advertising should compare related or similar
properties or ingredients of the product, dimension to
dimension, feature to feature.
5. The identification should be for honest comparison
purposes and not simply to upgrade by association.

9. 4As Policy on Comparative Ads
6. If a competitive test is conducted, it should be done by
an objective testing source, preferably an independent
one, so that there will be no doubt as to the veracity of
the test.
7. In all cases the test should be supportive of all claims
made in the advertising that are based on the test.
8. The advertising should never use partial results or
stress insignificant differences to cause the consumer to
draw an improper conclusion.
9. The property being compared should be significant in
terms of value or usefulness of the product to the
consumer.
10. Comparatives delivered through the use of
testimonials should not imply that the testimonial
is more than one individuals thought unless that
individual represents a sample of the majority
viewpoint.

10. Appraising Self-regulation of advertising
Advertisers, agencies and the media
view self-regulation as an effective
mechanism and preferable to
government intervention
Concerns over self-regulation
Time needed to resolve complaints
Budgeting and staffing limitations
Lack of power or authority
Self-serving to advertisers and media

11. Questioning the effectiveness of media self-
regulation of liquor advertising

12. Federal Regulation of Advertising
The First Amendment
Freedom of speech or expression
Commercial speech protected
Federal Trade Commission Act (1914)
Created the FTC to help enforce antitrust laws
Wheeler-Lea Amendment of 1938
Amended FTC Act to make unfair or deceptive
practices unlawful

13. Concept of Unfairness
Basis for determining unfairness
is that a trade practice:
1. Causes substantial physical or
economic injury to consumers
2. Could not be reasonably avoided by
consumers
3. Must not be outweighed by
countervailing benefits to consumers
or competition

14. Definition of deceptive advertising by the FTC:
“The commission will find deception if there is a
misrepresentation, omission, or practice that is likely to
mislead the consumer acting reasonably in the circumstances
to the consumer’s detriment.”
Three key elements of deception:
Likelihood of misleading consumer
Perspective of reasonable consumer
Materiality – information will influence
consumer choice

15. Puffery
Advertising or other sales presentations which
praise the item to be sold with subjective opinions,
superlatives, or exaggerations, vaguely and
generally, stating no specific facts
Examples of puffery:
Bayer – “The wonder drug that works wonders”
BMW – “The ultimate driving machine”
Nestle – “The very best chocolate”
Snapple – “Made from the best stuff on earth”

16. FTC Programs Addressing Deceptive
Advertising
Affirmative disclosure
Requires advertisers to include information in
their ads so consumers will be aware of all
consequences, conditions, and limitations
Advertising substantiation
Advertisers provide supporting documentation
for their claims as proof the claims are truthful
Cease and desist orders
Stop the claim until resolved with FTC
Corrective advertising
Run additional advertising designed to remedy
the deception contained in previous ads

17. FTC Complaint Procedure
Early Stage
Consumer
Consumer Competitor
Competitor FTC Staff
FTC Staff
Staff
Staff Dismissed
Dismissed
Investigations
Investigations
Proposed complaint
Proposed complaint
and consent order
and consent order
written
written
Reviewed by
Reviewed by Dismissed
Dismissed
commissioners
commissioners
Advertiser or
Advertiser or Advertiser agrees
Advertiser agrees Case resolved
Case resolved
commission
commission or negotiates
or negotiates
rejects order
rejects order

18. FTC Complaint Procedure
Late Stage
Advertiser or
Advertiser or
commission
commission
rejects order
rejects order
Hearing before
Hearing before
Administrative Law
Administrative Law
Judge (ALJ)
Judge (ALJ)
If substantial evidence of
If substantial evidence of Dismissed
Dismissed
violation, cease and desist
violation, cease and desist
order written by ALJ
order written by ALJ
Advertiser and
Advertiser and Advertiser or
Advertiser or
FTC agree
FTC agree FTC apeal
FTC apeal
Case resolved
Case resolved Hearing before
Hearing before Dismissed
Dismissed
commissioners
commissioners
Appeals
Appeals
court
court

19. Other Federal Agencies That Regulate
Advertising and Promotion
Federal Communications Commission
– Jurisdiction over broadcast communications; radio,
television, telephone, and telegraph industries
Food and Drug Administration
– Authority over labeling, packaging, branding,
ingredient listing, and advertising of packaged food
and drug products
U.S. Postal Service
– Control over advertising that uses mail and ads that
involve lotteries, obscenity, or fraud
Bureau of Alcohol, Tobacco & Firearms
– Enforces laws, develops regulations, and responsible
for tax collection for the liquor industry

20. The Lanham Act
The Lanham Act prohibits any false description or
representation including words or other symbols tending
falsely to describe or represent the same
Companies/ brands that have been
involved in Lanham Act cases include:
• Alpo and Ralston Purina dog food
• Gillette and Wilkinson razor blades
• Prego and Ragu spaghetti sauce
• Duracell and Energizer batteries

21. Elements required to win a false advertising
lawsuit under the Lanham Act
1. False statements have been made about advertiser’s
product or your product
2. The ads actually deceived or had the tendency to
deceive a substantial segment of the audience
3. The deception was “material” or meaningful and is likely
to influence purchasing decisions
4. The falsely advertised products or services are sold in
interstate commerce
5. You have been or likely will be injured as a result of the
false statements, either by loss of sales or loss of
goodwill

22. State Regulation of Advertising
In addition to federal rules and regulations,
advertisers must concern themselves with
state and local laws and regulations
The National Association of Attorneys
General (NAAG) has been involved with:
Airfare advertising
Car rental price advertising
Nutrition and health claims advertising

23. Regulation of other sales promotion
• Contests and sweepstakes
– Cannot be classified as a lottery
– Cannot be required to give up something of value to
participate (consideration)
• Premiums
– Cannot misrepresent their value
– Must take care with special audiences (kids)
• Trade Allowances
– Must be available on proportionally equal terms

24. Regulation of Direct Marketing
FTC and US Postal Service police direct-
response advertising closely
Telemarketing faces increased regulation
including the:
Telephone Consumer Protection Act of 1991
Pay-per-call rule
Development of “do-not-call” registry by FTC
Self-regulation occurs through various industry
groups

25. Regulation of marketing on the Internet
Restrictions have been proposed with
regard to privacy including:
Banning unsolicited email,
Disclosing marketers identity,
Giving consumers the right to bar
marketers from selling or sharing
personal information
Children’s Online Privacy and Protection
Act (COPPA) – places restrictions on
collecting information from children over
the internet