大二上復(fù)習(xí)西方廣告選講

Unit2:TheFTCandFalseadvertisingObjectives:UnderstandtheoperationofFTC.Outline:FTCDeceptiveadvertisingTestimonials&CelebrityEndorsementTheFederalTradeCommission(FTC)promotesconsumerprotectionsandthepreventionofunfairmethodsofcompetition.

createdin1914to“bustthetrusts.”（anti-monopoly）

Competitionplaysalargeroleinadvertising.Competitionprovidethehighestqualityproducts,developstrongrelationshipswiththeirconsumers,allowsincentives（激勵(lì)）tokeeplowprices,howevercompetitorsdoneedtoberegulated.TheFederalTradeCommission

fiveCommissioners

nominatedbythePresidentandconfirmedbytheUSSenate.nomorethanthreeCommissionersfromthesamepoliticalpartyservesatermofsevenyears.severaldivisionswithintheFTCBureauofConsumerProtections

protectconsumersagainstunfairordeceptivepracticesincommerce.enforcefederallawsrelatedtoconsumeraffairs.focusonadvertisingandmarketing,telemarketingfraud（欺詐）,andidentityprotection（隱私信息保護(hù)）.BureauofCompetitiondealswiththeeliminationandpreventionofpetitivebusinesspractices.enforcesantitrustlawsandreviewsmergers（合并）.focusedonconsumers’freedomtochoosegoodsandservicesensurealevelplayingfield（平等競(jìng)爭(zhēng)）forbusinesses.BureauofEconomics

tosupporttheothertwodivisions,providesexpertknowledgerelatedtotheeconomicimpacts（經(jīng)濟(jì)影響）oftheFederalTradeCommission’slegislation（立法）.provideseconomicanalysisandsupportwhilerecognizingtheimpactofthegovernmentoncompetitionandconsumers.

NARCTheNationalAdvertisingReviewCouncil,orNARCaselfregulatorygroupintheindustryofadvertising.Wheneveranissuearisesbetweenmembersofthecouncil,arbitration（仲裁）isusedtosettlethedisputes.theorganization’smission“tofosterTruthandaccuracyinnationaladvertisingthroughvoluntaryself-regulation.”focusesonthreegoalsinordertosupportadvertisercompliance（服從）.Thesethreegoalsareto:minimizegovernmentalinvolvementintheadvertisingbusinessmaintainalevelplayingfieldforsettlingdisputesamongcompetingadvertisersfosterbrandloyaltybyincreasingpublicTrustinthecredibilityofadvertising

TheNationalAdvertisingReviewCouncilformedin1971Children’sAdvertisingReviewUnit

TheChildren’sAdvertisingReviewUnit,(CARU)thebranchoftheNationalAdvertisingReviewCouncilthatoverseesmatterspertainingtoadvertisingthatisdirectedtowardchildren.monitorschildadvertising,settlesdisputesbetweenmembersoftheCouncil,andpromotes“truthfulness,accuracyandconsistency”inchildadvertising.enforcesrulesthatareoutlinedinitsSelf-RegulatoryGuidelinesforChildren’sAdvertising.Theguidelinesarebuiltupontheideathatbecausetheyareyoungandnotfullydeveloped,childrenaremorelikelytobeinfluencedbyadvertising,especiallywhenitismisleadingorotherwiseinappropriateforviewerstheirage.Theguidelinescoverthefollowingaspects:deception,productpresentationsandclaims,disclaimers,

disclosures,

endorsements,

productembeds,pressure,safety,andInternetsafety.

TheFoodandDrugAdministration(FDA)establishedin1930partoftheUnitesStatesDepartmentofHealthandHumanServices.theoldestcomprehensiveconsumeragencyintheUnitedStatesfederalgovernment.

toprotectthepublichealthinmanywayssuchasassuringthesafety,effectivenessandsecurityofhumanandveterinarydrugs（獸藥）,vaccinesandotherbiologicalproducts,medicaldevices,foodsupply,cosmetics,dietarysupplements,andproductsthatgiveoffradiation.

toregulatetobaccoproducts,andadvancingthepublichealthbyhelpingtospeedproductinnovations.tomakesurethatthepublicreceivesaccurate,science-basedinformationthattheyneedtousemedicinesandfoodswhichwillimprovetheirhealth.Toensurethatthefoodthatweeatishealthyandsafe,nottomentionsanitary;drugs,biologicalproductsandmedicaldevicesmustbesafeandeffective—the

productsthattheFDAcontrolsarealsomonitoredtomakesurethattheyarehonestly,accuratelyandinformativelyrepresentedtothepublic.

onlycontrolstheadvertisementsofprescriptiondrugsaspecificdivisionoftheFDAtheDivisionofDrugMarketing,AdvertisingandCommunications(DDMAC)outlinestherulesthattheadvertisingandmarketingcompaniesmustfollowwhentheyarethinkingaboutadvertisingforaprescriptiondrugcompany.Thecompaniesthatsellprescriptiondrugsalsomustprovideinformationthatistruthful,balancedandaccurately

described.UnfairAdvertisingandBusinessPractices

causesorislikelytocausesubstantialconsumerinjury(couldnotreasonablyavoid;notoutweighedbythebenefittoconsumers).

Inadvertisinglaw,“substantialconsumerinjury”and“material”arerelatedthings.Inpart,advertisinglawprotectsconsumersfromfinanciallossduetodeceptivepractices.

Advertisinglawdoesmakeanexceptionwhenconsumerbenefitsoutweighconsumerinjury,butyouprobablydon’twanttopaytheexpensesofexplainingthatincourt.Pufferyisgenerallynotconsidereddeceptiveadvertisingbecauseitissoexaggeratedthatnoreasonableconsumerwouldtaketheclaimsliterally.i.e.,theworld’sbesthamburger.Thisisasubjectiveclaimthatcannotbeproventrueorfalse.Asaresult,itisclassifiedaspuffery.Deceptiveadvertising,ontheotherhandisusedtointentionallymisleadorconfuseconsumers,i.e.,arecentstudyrevealsthatthisistheworld’sbesthamburger,wheninactuality,therewasnostudytosubstantiatethisclaim.Advertisingclaimsincludingfalseproductdescriptions,absoluteproductcharacteristics,specificandmeasurableclaimspertainingtotheproductandclaimsofsuperioritybasedonproducttestingarenotconsideredpufferyandmustbesubstantiated(Tobesupportwithproof).Ifthereisanobjectivecomponenttotheclaim–suchasmoreconsumerspreferourhairspraytoanyother,orourhairspraylastslongerthanthemostpopularbrands–thenyouneedtobesurethatyouhaveadequatesubstantiation(證明)beforeyoumaketheclaim.Theserequirementsapplybothtoexplicit/expressedorimpliedclaims.”Pricing-basedmethodsHiddenfeesandsurchargesServiceprovidersoftentackonfeesandsurchargesthatarenotdisclosedtothecustomerintheadvertisedprice.BaitandSwitchTactics

It’sillegaltoadvertiseaproductwhenyouhavenointentionofsellingthatproductattheadvertisedprice.Baitandswitchtacticsareillegal.Ifyouadvertiseaproduct,advertisinglawsaysthatyouhavetointendtosellitasadvertised."Goingoutofbusiness"salesInmanycases,theliquidatorswhicharehiredtosellmerchandisefromaclosingstorewillactuallyraisethepricesonitemsthatwerealreadymarked-downonclearance.OtherdeceptivemethodsManipulationofstandardsSellersmaymanipulatestandardstomeansomethingdifferentthantheirwidely-understoodmeaning.FillersandoversizedpackagingSomeproductsaresoldwithfillers,whichincreasethelegalweightoftheproductwithsomethingthatcoststheproducerverylittlecomparedtowhattheconsumerthinksthatheorsheisbuying.UndefinedtermsManytermsdohavesomemeaning,butthespecificextentisnotlegallydefined,leadingtotheirabuse.Afrequentexample(untilthetermgainedalegaldefinition)was"organic"food."Light"foodalsoisanevenmorecommonmanipulation.fourmechanismsthatdeterdeceptiveadvertising:1.Knowledgeandintelligenceoftheconsumer;2.Costtothesellerofdevelopingareputationfordishonesty;3.Firmspointingoutdeceptivestatementsoftheirrivals(competitors);4.PrivatelegalactionsbyconsumersAdsanddeceptivestatementscaneitherbe:

Cooperative:increaseconsumption

Competitive/predatory:nochangeinconsumptionbutcausebrandswitchingeffectsofadvertisingonconsumption:Cigarettes:advertisingiscooperativeSodapop:advertisingiscompetitive/predatorySaltinecrackers:advertisinghasbotheffectsHarmsofDeceptiveAdvertising

Ifincreaseconsumption(“cooperative”effects):

Lowefficacy（功效）,potentiallyfatalsideeffects

Distortsefficientallocationofresources

Maydecreaseprobabilityusemoreeffectivemethods

Ifonlycauseswitchingofbrands(“predatory/competitive”effects):

Couldcreate“l(fā)emonsmarket”inwhichhonestlyadvertisedproductsdrivenoutofmarket

Thefollowinginformationdiscussescommonmythsregarding(concerning)“claims”inadvertising

Myth#1–Aclaimcanbesubstantiatedifithasseveralstudiessupportingit.Truth:Aclaimisonlysubstantiated

ifthestudieswerescientificallycontrolledandsupporttheclaimintheviewofexpertsinthefieldandthepartyconductingthestudyhadnoincentivetoobtainparticularresults.Myth#2–Ifyourproducthassomebenefit,theadvertisementwillnotbechallenged.Truth:Evenrealproductclaimsmustbesubstantiatedwithscientificevidence.Myth#3–Testimonialaresubstantiation.Truth:Testimonialsarenotconsideredtobesubstantiationforaclaim.Evenifthetestimonialsarebackedup(supported)withaffidavits(Awrittendeclaration)fromindividualusersstatingtheproductperformedaspromised.Anendorsershouldbeanexpertintheareaforwhichheisactingasaspokespersonandtheirmessageshouldbebasedonevaluationorteststhatotherexpertsinthefieldwouldfindsufficienttosupporttheexpertendorser’sstatements.Myth#4–Ifendorsersactuallyuseandliketheproduct,itissafetousetheirendorsements.Truth:Giventhattheendorserusesandismakingtruthfulstatementsabouttheproduct,theclaimmustconsiderwhethertheresultstheendorserexperiencedaretypical.Myth#5–Ifadeceptiveclaimisfollowedwithadisclosure,liability（責(zé)任）isremoved.Truth:Ifaclaimcannotbesubstantiateddonotmakeit.Theclaimmayhavetobenarroweddowntowhatcanbesubstantiated.Disclosuresthatflatlycontradictadeceptiveclaim,orpurport(say)nottomaketheclaimdoesnotremoveliability(responsibility).Myth#6–Theuseofa“resultsmayvary”statementisadequatetoremoveliability（免責(zé)）.Truth:Evenwhilethedisclosureisveryprominentandobvious,itdoesnotkeepconsumersfrombelievingthattheseresultsaretypicalofwhattheycanexpectfromusingtheproduct.Therefore,thereisliability.Myth#7–Dietary(dailyfood)supplement(添加劑)advertisementsarenotregulated.Truth:DietarysupplementclaimsareregulatedbyboththeFTCandFoodandDrugAdministration(FDA).TheFDAisresponsibleforlabelclaimswhiletheFTCisresponsibleforadvertisi