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- Publisher
- SAGE
- Copyright
- © 2004 American Marketing Association
- ISSN
- 0743-9156
- eISSN
- 1547-7207
- DOI
- 10.1509/jppm.23.2.170.51397
- Publisher site
- See Article on Publisher Site
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.
Journal
Journal of Public Policy & Marketing – SAGE
Published: Sep 1, 2004