Council of Better Business
Although self-regulation and government control had recognized some of the new problems, the major challenge to policy makers was to find appropriate ways to curtail the fraudulent abuses in advertising. In response, the FTC began a program requiring advertisers to provide information substantiating the claims they made in their publicity. Failure to supply adequate evidence , in the judgment of commission staff, could bring about a charge of deception or unfairness. Indeed, the FTC articulated a principle stating that advertising claims that lacked a “reasonable.basis” for belief were unfair practices.The FTC, however, had not been given Northeast Mobile Number List the legal instruments or the staff necessary to effectively administer and monitor advertising. Moreover, in many cases, the FTC relied heavily upon making deals with companies, in the form of consent orders, to halt misleading or false advertising. In 1971, consultation among advertisers, agency, and media interests bore fruit in the creation of a new self-regulatory system. The scheme designated the National Advertising.
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Division (NAD) of the Council of Better Business Bureaus as an investigating body and created a National Advertising Review Board (NARB) to evaluate complaints about advertising.The purpose or mission of NARB was to “sustain high standards of truth and accuracy in national advertising.” In reviewing advertisements, if a panel of NARB decides that an advertisement is misleading or deceptive, it will request that the adve rtiser modify or withdraw the advertisement. If the advertiser does not respond or comply with the
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