Adherence of Prime-Time Televised Advertising Disclosures to the "Clear and Conspicuous" Standard: 1990 versus 2002

In 1990, one-fourth of all national television commercials contained disclosures, yet none of the disclosures adhered to all of the Federal Trade Commission's "clear and conspicuous" standard (CCS). As a result of marketplace changes and a 2001 Federal Trade Commission and National Ad...

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Bibliographic Details
Published in:Journal of public policy & marketing 2004-09, Vol.23 (2), p.170-182
Main Authors: Hoy, Mariea Grubbs, Andrews, J. Craig
Format: Article
Language:English
Subjects:
Advertising campaigns
Advertising research
Advertising restrictions
Commercials
Consumer advertising
Consumers
Corrective advertising
Deception
Deceptive advertising
Disclosure
False advertising
Federal regulation
Marketing
Public policy
Studies
Television advertising
Television commercials
Trade regulation
Truth in advertising
Warnings
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Summary:In 1990, one-fourth of all national television commercials contained disclosures, yet none of the disclosures adhered to all of the Federal Trade Commission's "clear and conspicuous" standard (CCS). As a result of marketplace changes and a 2001 Federal Trade Commission and National Advertising Division joint workshop, the authors anticipate an increase in the number of disclosures and greater adherence to the CCS. The authors find a significant increase in disclosure incidence; however, adherence declines or remains unchanged for most individual guidelines. Finally, the authors provide public policy implications and offer suggestions to increase adherence to the CCS.
ISSN:0743-9156
1547-7207
DOI:10.1509/jppm.23.2.170.51397