Word: ftc
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...admen often tout their clients' products with such boasts as "lowest priced in its field," "recommended by more physicians," or "three times longer-wearing." Last week the Federal Trade Commission moved to check the claims. Prodded by Ralph Nader and other consumer advocates, the FTC decided that it will issue periodic orders to companies to submit proof of their ad pitches relating to safety, performance, efficiency, quality and comparative prices. The first orders are expected to go to auto companies, probably within three months, and the FTC later will focus on other big advertisers, industry by industry...
...Robert Pitofsky, Chief, FTC Bureau of Consumer Protection
...matter will go to the review board, which will then 1) determine whether the complaint is justified, and, if so, 2) try to persuade the advertiser to correct or drop the offensive ad. Failing this, the board will publish its findings and turn the complaint over to the FTC or some other federal regulatory agency, the FDA, perhaps, or the Justice Department. Victor Elting, chairman of the National Advertising Advisory Committee-a group of top agency people and their clients, who are setting up the program-thinks that the review board will be able to move swiftly against misleading...
...FTC...
...effectiveness of all this expanded activity will greatly depend on whether Congress agrees next year to enlarge the FTC's budget beyond the meager $20.5 million authorized for fiscal 1970. If the commission continues its performance of recent months, an increasingly consumer-minded Congress might be persuaded to up the ante...