Word: ftc
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Dates: during 1970-1979
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Though name naming could lead to wild and confusing name calling, it might weaken the campaign for "counter-advertising," which is a nightmare for agency chiefs. Counter-advertising, pushed by consumerists and backed by the FTC, would allow special-interest groups to broadcast commercials pointing out what they believe are the dangers or flaws of a particular product or industry. For example, Ralph Nader's forces might lambaste an auto company for alleged safety faults. But if advertisers are willing to call attention to the shortcomings of specifically named competitors' products-and risk retaliation-the drive for counter...
...FTC complaints name three firms, American Home Products (Anacin and Arthritis Pain Formula), Bristol-Myers (Excedrin, Excedrin P.M., Bufferin) and Sterling Drug (Bayer aspirin, Cope, Vanquish, Midol). On the basis of research by the Food and Drug Administration, the FTC says that there is no reasonable basis for claims that any of the analgesics is better than any other, or that they relieve nervous tension. There is, says the agency, "a substantial question as to the validity, sig- nificance or interpretation of tests and studies related to such claims...
...FTC complaint is not unexpected. The Food and Drug Administration has been looking into drug efficacy since 1962 and has found that a number of preparations do not meet their manufacturers' claims. But the commission's remedy is dramatic. Its proposed order would prohibit any further misrepresentation and require disclosure in advertising of the presence of aspirin or caffeine, which could worsen the condition of some patients. Penance for past sins would be even stiffer. In a drastic application of the "truth-in-advertising" doctrine, the FTC wants drug companies to devote 25% of their advertising expenditures during...
...FTC hopes that the affected firms will accede to its requests without an argument. But such an agreement seems unlikely. Said Frank Mayers, president of Bristol-Myers Products: "We remain confident of the quality and effectiveness of our products and of the truthfulness of their advertising." The FTC will probably have to issue formal complaints and hold hearings, the results of which could be appealed up to the Supreme Court. Such procedures are usually lengthy; it took the FTC 16 years to get the word "liver" out of Carter's Little Liver Pills...
...wide publicity. One fact not mentioned in the stories was that Brozen is a paid consultant to Harshe-Rotman & Druck, a public relations firm, which arranged for him to speak in various luncheon clubs. The firm is employed by ITT Continental Baking Co., which has been warned by the FTC to tone down its advertising claims of unique nutritional value in Wonder Bread...