TITLE

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

AUTHOR(S)
Hoy, Mariea Grubbs; Andrews, J. Craig
PUB. DATE
September 2004
SOURCE
Journal of Public Policy & Marketing;Fall2004, Vol. 23 Issue 2, p170
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
15403186

 

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