| Edition |
Fourth edition. |
| Description |
1 online resource |
|
text file |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Cover; Half-title; Title; Foreword; Preface; 1 An Overview of Advertising Regulation; The Earliest Advertising Regulation; The Postal Fraud Laws; Presidential Portraits and Home Remedies; The Advertising Landscape; What Constitutes Advertising?; Who Regulates Advertising?; Ethics and Advertising; The Creation of the Federal Trade Commission; The Long Arm of the FTC; Disclosure of Information; Unfairness Violations; Crime and Punishment: Deceptive Advertising; Comparative Advertising; Advertising Industry Self-Regulation; Forum to Challenge Deceptive Marketing; Media Regulation |
|
David versus Goliath: Consumer ActionAdvertising's Role in Products Liability; Other Areas of Law that Affect Advertising; Commercial Speech under the First Amendment; Determining Commercial or Noncommercial Speech under the First Amendment; The First Amendment Public Forum, and Prior Restraint Issues; The First Amendment and Advancing Government Interests; The Narrowing Bridge between Advertising and Editorial Content; Part I The General Landscape of Laws Relating to Advertising; 2 The Federal Trade Commission's Role in Advertising Regulation; The Federal Trade Commission |
|
The Reasoning behind the FTC Act and the Wheeler-Lea AmendmentsThe FTC's Regulation of Advertising; Deceptiveness of an Advertisement; The Materiality Requirement; The Evolution of the "Reasonable Man" Standard; The Ignorant Man Standard; Moving Back to the Reasonable Man Standard; Reasonable Basis Rule; Susceptibility of the Audience; Ads Directed at a Specific Audience; The Issue of Net Impression; Distortion of Facts; The Use of Visual Distortion; Unfairness Policy of the FTC; FTC Statement of Policy on the Scope of the Consumer Unfairness Jurisdiction; FTC Act Amendments of 1994 |
|
Definition of Unfair Act or PracticeRulemaking Based on Unfairness; Restricting Nondeceptive Truthful Advertising; The Issue of Puffery; Legal Interpretation of Puffery; 3 Specific Forms of Concern under the Federal Trade Commission Act; Untruth and Deception; Fantasy Claims; Literally False Advertising; A Thin Case; An Itchy Treatment; A Case to Clean the Air; Somebody Stop Me; Using Qualifying Language to Overcome Deception; Visibility of a Qualifying Statement; Prior Knowledge of a False Statement; Claims of Uniqueness; Performance Claims; Substantiation of Performance Claims |
|
Requirements of SubstantiationDeception by Implication or Inference; Innuendo that Creates Deception; Implication that Creates Deception; The Personal Computer Guarantee; Use of Technical Language and Vagueness; Use of a Foreign Language; Deception by Implying a Technical Term; Deception through Technical Language; The Dream Vacation; Deceptive Truth; Rules for Specific Product and Service Advertising; FTC Industry Guidelines; Advertising Price Issues; The Use of the Word "Free"; Comparative Pricing and "Sale" Terminology; Advertising Manufacturer's Suggested Retail or List Prices |
| Summary |
In this lively, entertaining, and informative book, Dean K. Fueroghne guides readers through the complex laws governing the creation of advertising, illuminating a heavily regulated arena at the intersection of free enterprise and consumer protection. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Advertising laws -- United States.
|
|
Advertising laws. |
|
United States. |
|
LAW -- Military. |
| Other Form: |
Print version: Fueroghne, Dean Keith. Law and advertising. Fourth edition. Lanham, Maryland : Rowman & Littlefield, 2017 9781442244887 (DLC) 2016048444 |
| ISBN |
9781442244894 (electronic) |
|
1442244895 |
|
9781442244887 (cloth ; alkaline paper) |
|
1442244887 |
|
