| Abstract: | Many advertising practitioners and academicians do not know or understand the bask decision steps involved in an FTC deceptive advertising matter. The steps are 1) is the ad in tact deceptive, 2) is an injunction appropriate, 3) are corrective efforts appropriate, 4) should a cease and desist order be issued and 5) what industry-wide action should be taken. A knowledge and appreciation of the considerations at each step in the process helps the practitioner prepare a defense strategy rebutting a complaint and provides the advertising professor with an orderly framework for teaching about government regulation of false and deceptive advertising. |
