A. United States Advertising Law

1. Fundamental Advertising Principles

At the heart of advertising law in the United States are three basic doctrines: Ad Substantiation, Deception, and Unfairness. The full text of the Federal Trade Commission's 1984 Policy Statement on Advertising Substantiation is the first document that should be reviewed by advertisers and marketers. The Deception Policy Statement was issued by the FTC to outline the the agency's definition of "deceptive acts or practices" prohibited by Section 5 of the Federal Trade Commission Act, 15 U.S.C. section 45. The Unfairness Policy Statement was issued by the FTC to define the scope of the FTC's jurisdiction to prohibit unfair acts or practices. Congress recently codified the FTC's unfairness policy statement in the 1994 Amendments to the FTC Act.

2. Articles About Advertising Law

This part of the Advertising Law Internet Site houses numerous articles about aspects of advertising and marketing law, including use of endorsements and testimonials, product demonstrations, FTC Enforcement, contests and related promotions, Choosing A Business Name, business opportunity laws, and much more!

3. FTC Advertising Guidelines and Enforcement Policy Statements

This section of the Advertising Law Internet Site includes full text versions of Advertising Guidelines and Enforcement Policy Statements issued by the U.S. Federal Trade Commission. Topics covered include food advertising, environmental claims, deceptive pricing, testimonials, use of the word "free" and much more.

4. FTC Trade Regulation Rules

This portion of the Advertising Law Internet Site includes many of the trade regulation rules issued and enforced by the United States Federal Trade Commission including 900 Numbers, Mail Order and Telephone Sales, Used Cars, and Funerals.

5. FTC Consumer Brochures

Over 100 brochures issued by the Federal Trade Commission's Office of Consumer and Business Education covering automobiles, credit, fraud, health claims, investments, and other marketplace "scams."

6. FTC Business Compliance Manuals

The Federal Trade Commission's Office of Consumer and Business Education also prepares comprehensive manuals to instruct businesses regarding how to comply with many of the rules they enforce. So far, we have just the newest Manual, covering Mail and Telephone Orders. More to follow.

7. Testimony and Speeches

Full texts of speeches and testimony delivered by regulatory officials, experts, and others are available by visiting this section of the Advertising Law Internet Site.

B. European Commission Advertising/Consumer Law

The European Commission Consumer Policy Service has established its own WWW server, providing information about European consumer and advertising law and policies. If you click on this link, you will be leaving the Advertising Law Internet Site so be sure to come back.

C. Advertising Law Internet Site Administrivia

1. About The Advertising Law Internet Site

Want to know more about this site? Who put it on the WWW? Who can you contact to find out more information? Find out here!

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Please note that the materials included in the Advertising Law Internet Site are intended to be general information and are not provided in the course of an attorney-client relationship or constitute legal advice. They are not intended to be a substitute for obtaining legal advice from your own legal counsel.

Comments may be sent to the Advertising Law Internet Site by clicking on the following field: Lewis Rose<lewrose@netcom.com>