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Federal Trade Commission and National
Advertising Division, Better Business Bureau |
Effective Disclosures in Advertising
May 22, 2001 |
Federal Trade Commission
600 Pennsylvania Ave, NW, Room 432
Washington DC 20580
Tuesday, May 22, 2001
Registration 8:00 am
Accuracy of advertising claims and compliance
with truth-in-advertising laws are long-standing principles that have achieved general
public acceptance.
Recently, however, there has been growing
concern about the use of disclosures in print ads, radio spots, and television
commercials. Although the legal standard is well-established advertising
disclosures must be clear and conspicuous law enforcers and self-regulatory bodies
have noted an increase in the number of cases involving ads that appear to fall short of
this principle. The FTC alone brought more than a dozen cases last year challenging
complicated "mouseprint" disclosures in print ads, broadcast ads, and online.
Its also a frequent issue in competitor challenges before the National Advertising
Division (NAD).
Discussions with industry members suggest that
while the legal principles may be clear, there is some confusion about how to apply them
in specific situations and what guidelines are available to help advertisers make these
judgments.
To talk about creative approaches to this recurring problem, the FTC, the NAD, marketing
executives, brand managers, ad agencies, state law enforcers, and consumer advocates gathered at
FTC Headquarters in Washington, DC on May 22, 2001 at a conference entitled,
"Disclosure
Exposure: An FTC-NAD Workshop on Effective Disclosures in Advertising." An
impressive roster of experts in the field and over 150 attendees engaged in an interesting and
exciting discussion concerning what companies can do to market their products aggressively while
complying with the "rules of the road" about clear and conspicuous disclosures.
"Disclosure Exposure" presentations, presenter biographies and other information pertaining to
effective disclosures in advertising are available below.
We are pleased that the FTC and NAD came together to co-sponsor this exciting event.
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Agenda [PDF] |
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Speaker Biographies [PDF only] |
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Conference Presentations [Please
note file sizes] |
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Dr. Craig Andrews, Marquette
University
What Consumer Research Tells Us About Disclosures |
[PPS]
[66K] |
[PDF]
[1.2Mg] |
Harvey C. Dzodin, Vice President, ABC
The Network Perspective |
[PPS]
[71K] |
[PDF]
[142K] |
Lesley Fair, Division of
Advertising Practices, FTC
The "Clear and Conspicuous" Standard |
[PPS]
[50Mg] |
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James Guthrie, President, National
Advertising Review Council
Introductory Remarks |
[PPS]
[378K] |
[PDF]
[522K] |
Dr. Richard Kolbe, Kent State
University
What Consumer Research Tells Us About Disclosures |
[PPS]
[56K] |
[PDF]
[1.5Mg] |
Andrea C. Levine, Director, National
Advertising Division
The "Clear and Conspicuous" Standard |
[PPS]
[2.3Mg] |
[PDF]
[3.4Mg] |
Dr. Michael Mazis, American
University
What Consumer Research Tells Us About Disclosures |
[PPS]
[78K] |
[PDF]
[119K] |
Dr. Louis Morris, Louis A.
Morris & Associates
What Consumer Research Tells Us About Disclosures |
[PPS]
[62K] |
[PDF]
[1.4Mg] |
Dr. Keith Murray, Bryant College
What Consumer Research Tells Us About Disclosures |
[PPS]
[36K] |
[PDF]
[18K] |
Randy Satterfield, Office of
Consumer & Business Education, FTC
LetsGoTV Sample Ads |
[PPS]
[1.0Mg] |
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Creative Team Sample Ads: LetsGoTV [All
links in PDF, unless otherwise noted] |
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LetGoTV
Mock advertisments: "Before" Ads |
Fact Pattern
Print Ad
Television Ad |
Creative Team 1
Ronald Urbach, Davis & Gilbert
Matthew Seiler, Wieden + Kennedy
Ty Montague, Wieden + Kennedy |
Print Ad - Horizontal
Print Ad - Vertical
Television Ad
Direct Mail Piece |
Creative Team 2
Linda Goldstein, Hall Dickler Kent Goldstein & Wood
Jeffrey Edelstein, Hall Dickler Kent Goldstein & Wood
Annie Finnegan, Arnold Worldwide
Sue Richmond, Arnold Worldwide |
Presentation (PPS)
Print Ad
Television Ad
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Creative Team 3
Kimberle Hillers, Young & Rubicam
Larry Cadman, Young & Rubicam
Patrick Sean Flaherty, Young & Rubicam |
Presentation (PPS)
Print Ad
Television Ad |
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FTC Advertising
Cases |
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NAD Advertising Cases |
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News
Release |
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Business Education |
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Advertising and Marketing on the
Internet: The Rules of the Road |
[TEXT] |
[PDF] |
Advertising Consumer Leases |
[TEXT] |
[PDF] |
Big Print. Little Print. What's
the Deal? How to Disclose the Details |
[TEXT] |
[PDF] |
Dot Com Disclosures: Information
About Online Advertising |
[TEXT] |
[PDF] |
Frequently Asked Advertising
Questions: A Guide for Small Business |
[TEXT] |
[PDF] |
Hide and Go Seek: Finding the
Disclosures in "Free" Internet Service Offers |
[TEXT] |
[PDF] |
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Last Updated: Sunday, June 17, 2001 |