High Point Enterprise Newspaper Archives Feb 6 1972, Page 8

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High Point Enterprise (Newspaper) - February 6, 1972, High Point, North Carolina 8a High Point Enterprise sunday february 6, 1972 Etc avoids role into research Washington a Federal Trade commission chairman Miles w. Kirkpatrick says that As a result of the Agency s advertising substantiation program it should not become a super consumer s research Bureau for evaluating products. The program can make manufacturers offer their substantiation for advertising claims or face deceptive advertising charges. Kirkpatrick said also in an interview with the associated press that what is Learned from the program can help Congress in drafting advertising legislation. Questions and answers q. What do you Hope this subs t a n 11 a 11 o n program Lmh achieve a. In some part its experimental on our part. It obviously has enforcement overtones and direct possibilities is Hen we see what kind of substantiation there is behind the various factual claims that Are made in ads. It s hard to say just where we Are going. I think the immediate Impact of the program ought to to a very Good one. I Start with the proposition that when a Man makes a factual claim there ought to be substantiation for it. I think that our program to Date has indicated that is not always the Case. But what substantiation there is there Are instances where it is very thin. I think that doing this on a selective Industry by Industry basis will make advertisers aware of perhaps the exposure to which they Are going to be put by reason of the application of our compulsory process to their particular Industry. It would be my Hope that they would think twice before they d make a Blunt factual claim without having some substantiation for it and i would Hope that would produce an effect ultimately on advertising in general. There s nothing in this program that s Radical or really new it s a new application of our Powers. Q. I take it the Etc has not taken upon itself to draw conclusions from the documentation that it has been Given. The fashion stores gourmet buys sole ends april i 1972. Caa a. We re studying it. Q would it be the next logical step for the Etc As a service to the consumer to take this material evaluate it and really put in laymen s terms exactly what it Means Quot a. I Don t know whether we re equipped to do that in some Fields. For example in electronics we Don t have any experts in that. Wed have to go outside to get some consultants. I doubt that this commission ought to set itself up As a kind of a super consumer a research to evaluate whichever product one of them has against the other As a result of our and substantiation program. I Don t think we shall. Q at this Point could you say that perhaps the greatest Good of the substantiation program is to serve notice on advertiser that they must have substantiation before they make a state ment a no. I Hope that that a a by product of it or an indirect product remember this program will not require anybody to have anything. We simply say whatever substantiation you have give us. The result should be that responsible advertisers will have substantiation increasingly when they realize that this kind of a request May be made of them. Comment May thereafter be made either in the press or by competitors if a factual claim is made that simply has no substantiation. It May Well be that competitors will comment on that in ways that will be detrimental to the company that does no to have the substantiation. Its hard to say if you have not gone far enough but i would certainly think that that ought to be a reasonable result of it. Q you mention that in terms of a byproduct. What is really the main thing that you Hope to see accomplished a. I Hope we re going to find out More As far As the commission is concerned about the kind of problems in this entire Field of substantiation i think a direct Benefit of it would be our ability to advise Congress of problems in relation to legislation. I think it will have a real effect in promoting re substantial Tion for factual claims. Beyond that it is hard to say where we re going to go. We May have some enforcement aspects nordic Vav a i aluminium bundt pan 4.98 Large natural finish cast aluminium bundt pan with gleaming Satin finish for uniform baking and glorious Golden ifs. Perfect for German jewish Pound cake Ange food cakes Coffee cakes and Gelatin deserts 2 ? it capacity Homes with recipe Booklet. Teflon coated bundt 7.49 Large 12-cup Teflon coated cast aluminium bundt Coke pan in vivid colors. Harvest flame and Avocado. 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