ADV 3008 Lecture Notes - Lecture 3: Imminent Lawless Action, Federal Communications Commission, Commercial Speech
3 Oct 2017
School
Department
Course
Professor
Document Summary
Government regulation: regulation at several levels, local, state, federal. International: no department of ad regulation, no prescreening of advertisements. The feds: fcc (federal communications commission) deals with irresponsible ads by regulation, food and drug administration, postal service. Most important agency: federal trade commission (ftc, enforcement methods, publicity: affect corporate behavior through embarrassment. Letter of voluntary compliance: non-binding agreement to stop an offensive practice: consent order: signed agreement, force of court order, no admission of guilt. Puffery: praise with subjective opinions, vaguely and generally, stating no specific facts, co(cid:374)sidered (cid:862)poeti(cid:272) li(cid:272)e(cid:374)se(cid:863) It must be truthful and non-deceptive: advertisers must have evidence to support claims, advertisements cannot be unfair, what makes an ad deceptive, an ad is deceptive if it is: Likely to mislead consumers acting reasonably: material: i(cid:373)porta(cid:374)t to a (cid:272)o(cid:374)su(cid:373)er"s de(cid:272)isio(cid:374) to (cid:271)uy the produ(cid:272)t, what makes an ad unfair, an ad is unfair if:
