Please describe the procedure of FTC regulation of advertising and measures?
FTC: Federal Trade Commission- primary agency governing the advertising industry- main focus is to identify and eliminate ads that deceive or mislead the consumer.
FTC only acts off of complaints. If received complaint, company is given a warning and fined $10,000 a day until something is done/ ad is removed.
Unfairness: initiate investigations against companies that engage in unfair competition or deceptive practices.
Deception: regulate acts and practices that deceive business or consumers and issue cease-and-desist orders where such practices exist. Cease and Desist Order- requires that practices be stopped within 30 days.
Violations: deceptive or unfair practices:
1. Mandates as cease and desist order,
2. Affirmative disclosure and
3. Corrective advertising.
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