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Unformatted text preview: are the pros and cons of the different media types? 34. Dean M. Krugman, Leonard N. Reid, S. W at s on Dunn, and Arnold M. Barban, Advert is ing: I t s Role in Modern Mark eting (New York : The Dry den Pres s , 1994), pp. 221–26. 2011 McGraw-Hill Higher Education
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Content Chapte r18: Adv e rtising, Public Re lations, and Sale s Prom otions Regulatory and Ethical Issues in Advertising
Identify agencies that regulate
advertising. In the United States, the regulation of advertising involves a complex mix of formal laws and informal
restrictions designed to protect consumers from deceptive practices.35 Many federal and state laws,
as well as a wide range of self-regulatory agencies and agreements, affect advertising (Exhibit 18.4).
T he primary federal agencies that regulate advertising activities are the F ederal T rade Commission
(F T C), F ederal Communications Commission (F CC), and F ood and Drug Administration (F DA). In
addition to these agencies, others, such as the Bureau of Alcohol, T obacco and F irearms and the
U.S. Postal Service, regulate advertising to some degree.
p. 550 EXHIBIT 18.4 F e d e r al Ag e n cie s Th at Re g u late Ad v e r tisin g T he F T C is the primary enforcement agency for most mass media advertising. Occasionally, the F T C
and F CC join together to investigate and enforce regulations on particular advertising practices. T he
Smart Choices program was designed to indicate healthier foods—and yet somehow its logo
eventually appeared on boxes of F ruit Loops. T he confusion and apparent lack of regulation, along
with many consumer complaints,...
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