Marketing Science---Consumerists, Economists and Marketers

Kenneth A. Longman

Interfaces, 1971, vol. 1, issue 2, 37-38

Abstract: The age of consumerism marches on. The FTC has now suggested that three manufacturers ought to spend a quarter of their advertising budgets for a year explaining that their prior advertising was misleading. These three cases raise some very difficult legal issues regarding the nature of deception and what is a reasonable atonement for advertising sins. But underlying the hoopla is a very real problem that must plague marketers and certainly provides opportunity for management scientists. It is a problem that has little to do with the law.

Date: 1971
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