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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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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
Citations:	Items that this one cites Items that cite this one
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description	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.
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source	Business Source Ultimate; PAIS Index; Sage Journals Online; JSTOR
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
title	Adherence of Prime-Time Televised Advertising Disclosures to the "Clear and Conspicuous" Standard: 1990 versus 2002
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