ERIC Number: ED130022
Record Type: RIE
Publication Date: 1972-Sep
Reference Count: 0
Guidelines on Advertising Substantiation. Report of the Sub-Council on Advertising and Promotion of the National Business Council for Consumer Affairs.
These guidelines are intended broadly to promote ultimate consumer satisfaction with performance of products as related to consumers' understanding of claims made for those products. Although the guidelines should be of interest to all concerned with the subject of claims documentation, they were developed particularly for advertisers in the development of individual corporate principles and procedures relating to claims documentation. Topics covered are: (1) The Importance of Advertising, (2) The Role of Government in Advertising, (3) The Responsibility of Advertisers: Thirteen Guidelines, (4) Review and Substantiation Procedures within a Company, and (5) Implementation of Guidelines. The appendix provides illustrative samples of advertising policies from two packaged food manufacturers, an advertising agency, an automobile manufacturer, a laundry and personal product manufacturer, a major television network, and an industry association. (SH)
Descriptors: Administrative Policy, Advertising, Business Responsibility, Consumer Protection, Government Role, Guidelines, Merchandise Information, Publicize
Superintendent of Documents, U. S. Government Printing Office, Washington, D. C. 20402 (Stock Number 0300-00365, $0.40)
Publication Type: Guides - General
Education Level: N/A
Sponsor: Department of Commerce, Washington, DC.
Authoring Institution: N/A
Note: For related documents see CE 008 158, 008 160-166, and 008 168-169