Lethbridge Herald, The (Newspaper) - October 6, 1971, Lethbridge, Alberta
40 THE LETHORIDGE HERALD Woilnesclny, October 6, 1971 Campaign is launched to have advertisers tell the truth By FRANCES CAIRXCHOSS London OhsiTvcr Service WASHINGTON George Washington may never have told a lie, bul the American mlverlisinp industry is not so virtuous. The Federal Trade in Washington is waging a righteous war to per- suade" advertisers to tell the truth. Its liilcfl weapon is "cor- rect I v e which means forcing producers who have grossly overstated the virtues of their product to pay (or aiKertisoracnts admitting Uiat it is nut quite all that it has been cnickvd up to The first victim oi this r.ew campaign has been Profile bread, made by the ITT Con- tinental Baking Company, a subsidiary of the Internationa Telephone and Telegraph Com- pany. Profile liart been sold as a diet bread and although the advertisements never actually said that eating Profile, alono would make you lose weight, they did sugge'st that if you ate two slices of Profile before meals, you would feel les hun- gry. Now Profile is spending some on a series of TV advertisements which warn (lie public that ''Profile has about the same calories per ounce as other breads. To be exact, Profile has fewer cal- ories per slice. That's because it's sliced thinner. But eating profile will not cause you to lose weight. A reduction of sev- en calories is insignificant." j Profile is the first product to subject itself to Ibis public self- criticism. The commission hopes fervently that there will j be many more. Until recently, i when a" product's advertising misrepresented it to consu- Irncrs, the FTC's only weapon Iwas a "cease, and desist" or- which could only be put By JOSEPH TOffiAX iCP: Is Presi- dent Tanya Khan planning an- other big m j 1 i t a r y sweep through Kast Pakistan to clear ihe cunnirysidc of guer- rillas before gelling on with bis plans for by-elections in the province'.' This seems the likeliest moment, with the monsoons now over and the pressure building up even in the west wing for the transfer of power to the civilians. Ynhya's sudden one-day trip to Tehran is still wrapped ia mystery, but if he came here to'ask tin? Shah of Iran support. Tnoral or otherwise, for "a second large-scale mili- tary operation in the eastern province, there are no indica- tions that he got it. The Per- sian monarch, who tried his band earlier in tile summer at mediation between India and Pakistan, is believed to be in favor of a political settlement in East Pakistan with the Bangia Desb rebels. The joint communique is- sued at the end of Yahya's visit, of course, gave no such impression, if anything, its mention of "continued mutual support" seemed to throw the scent in quite the opposite direction. MYSTERY DEEPENS W o r 1 d -w i d e speculation nbont a Soviet-inspired media- tion bid only helped to deepen the myslery. Mi's. Indira Can" dhi is not known to be plan- ning a trip to Tehran for the celebrations this month of the 25th centenary of the founding of the Persian monarchy. The guest-list shows it is the In- dian President V. V. Giri who is scheduled to be here. Besides, the. earlier media- tion bid this summer is re- ported to have broken down, after former Iranian foreign minister Ardeshir Zahedi vis- ited Islamabad and Indian In- dustries Minister Moinul Haq later visited Tehran. There was then some talk of the pos- sible arrival here of Indian Foreign Minister Swaran Singh, but he never did turn up. Instead, former Pakistan foreign minister Zulfiqar Ali Bhutto did, but there was no hint, official or otherwise, that his trip had anytliing to do with the Iranian mediation ef- iort, though as a personal friend of "the Shah he was treated as a special guest at Saadabsd Palace while Haq had had to make the best of a hotel suite. ENVOY QUIT Bhutto's visit was followed in August by that of the head of the Pakistan foreign office, Sultan Mohammad Khan. Sul- tan Khan was here to attend what was described as a rou- tine meeting of Pakistani am- bassadors in the Jitiddle East. About the same time the am- bassador to Baghdad de- fected. Asked to comment on the defection. Khan, in ob- vious embarrassment, told a reporter he would "rather not." There was also to be "no comment'' on reports that Iran was mediating between Pakistan's military govern' ment and the Bangia Desh rebels. Reporters were asked politely simply not to talk about it, as even an official denial might seem to give substance to the report. Khan shortly after made a trip to Moscow, and the an- nouncement of Yahya's planned visit to Tehran, com- ing on the heels of Sultan Khan's return to Islamabad from Moscow, touched off speculation of another im- pending Tashkent. BATH BOUTIQUE IN CENTRE VILLAGE MALL 3 days only, Oct. 7, 8, 9 REGULAR PRICE Famous "Fieldcrest" Towels Choose from Patterns, Solid, or Designer Originals. "Hostess" Bath and Boudoir Companions Unrivalled in quality. Tissue holders, guest towel valofs, toilet roll cover, hair spray, soap dishes, etc. Mushrooms far the Both Unique ceramic accessories in "Towel Tone'' col- ours of.Red, Yellow, Black and Orongo. Reg. 4.75 jut Anniversary Special SOAP DISH TOOTHBRUSH HOLDER 3 .50 Set into effect after endless legal wranglinge. During litigation, jio company could go on mis- representing its product to its heart's content. The Commis- sion remembers sadly the case of Carter's Little Pills. It took 15 years to change their name from Carter's IJttle Liver Pills. The Commis s i o n finally suc- in 1054. But in those 13 years, the Carter brand name hail burned itself so deeply into the public psyche that there are slill misguided people who believe the pills have some- thing to do with the liver. Now, if a company's adver- tising is found to be mislead- ing, the FTC can obtain on or- der which lets the company choose between not advertising at. ail for a year, and devoting a quarter of all advertising ex- penditure to corrective adver- tising. The FTC is currently taking action against some half a dozen products, all of which, the Commission wins its cases, will have to follow in Profile's luuniliating footsteps. Profile settled out of court with the FTC' but now the com- mission is pursuing two oilier Continental Bakery products, the company intends to fight. Wonderbread, according to the advertisements is enriched with proteins, vitamins and carbo- hydrates and builds strong bo- dies twelve ways. Wonderbread, retorts the FTC, is simply a standard en-, richcd bread just like any oth- er and, to be truthful, Contin- ental Bakery should say so in their advertisements. Tlie Commission is also at- tacking Continental's Host ess cupcakes which, says the com- pany, are made with enriched flour "We even go beyond the Government standard." The cupcakes, says the FTC, do not have the nutritional value claimed for them and besides, vitamins or no vitamins, they contain 50 per cent sugar. The Coca Cola company has attracted FTC wrath by pro- ducing a fruit flavored drink called High C and implying that it has the same nutritional va- lue as orange juice. Chevron Oil is fighting a claim that its F3-10 pertol does not have the non polluting powers claimed for it. Oc-ean Spray Cranber- ries are accused of claiming that their product has "more food energy than orange juice or tomato juice" which, says, the FTC sourly, may he strict- ly true as food energy simply means calories, but is confus- ing for a public which believes that Ocean Spray is lalking about nutritional value. The American Sugar Com- pany, whose product i.s en- dorsed by the National Fol- ball League has been implying that it improves athletic per- formance. The correct impli- cation, says the FTC, Is that the American Sugar Company has paid the National Fotball League a substantial sum of money for its endorsement. American Home Products have a series of TV demonstrations of four of their products, a pes- ticide, a spray on starch, a window cleaner and a floor wax, where their perfrmaneo is compared with unnamed competing products. The dem- onstrations, the FTC says, are phoney. BE TKUTIIFUL Isn't this quest for honesty going the leave the advertisers witli nothing to say? The FTC doesn't think so. "All you need to saj's Gerald Thain, as- sistant director of national ad- vertising at the is be truthful. A number of very con- servative lawyers have to look at the advertisements for the product and decide that they are a gross lie before we can act. We don't consider this a great imposition on advertis- ing." And the companies may como to agree with them. Before Pro- file decided to run its correc- tive advertisements, rather than take the alternative of not advertising for a year, it did some tests. And as Ted Crow- ley, who handles the Profile account at the New York agen- cy of Ted Bates, admits, the tests showed that people thought the advertsicments "very honest, very forthright, very straightforward." The re- sponse was just as positive as it had been to the misleading advertisements, and Profile are now seriously consdering ad- opting the corrective advertise- ments as their permanent pol- calendar watch for as little as ACCURATE TO I ONE MINUTE PER xiij'.V-' TV, r NEVER NEEDS WINDING ON A TINY POWER CELL; t pbR A FULL TWELVE MONTHSV K. v CALENDAR CHANGES AT MIDNIGHT-, MODERN DIAL WITH WHITE OH GOLD J COLOURED BACKiQROUND FACETTED MARKERS V' S i HANDS AND DOTS This is the watch of you can enjoy it today, at the lowest price that we've ever sold an electronic, tran- sistorized Elgin watch. This handsomely-styled watch operates on a tiny power cell that keeps the precision Swiss movement running accurately for twelve months. In fact, we guarantee accuracy to one minute per You never need to wind it. elieve i jfdiasing power Even the calendar changes automat- ically at midnight. Crafted by Elgin to provide years of trouble-freeservice, this beautiful watch- features a yellow gold-coloured case, with stainless steel back and a matching integral link bracelet. The modern face has raised facetted markers, sweep-second hand, and luminous hands and dots-so you'll never be in the dark about the time. Choice of white or gold colour dial. And, of course, this watch is uncondi- tionally backed by a double guaran- tee-both Peoples' and a full year. See the watch of tomorrow-today! At your nearby Peoples store. Will be adjusted to this tolerance as necessary, frcfl ot charge, wittiin Guarantee Period. MONFY DOWN! Use the convenience of Peoples' Instant iviuiNci Credittobuythis value now! PEOPLES iWSf CREDIT letsep DUWN home now! CENTRE VILLAGE MALL 13th Street and 2nd Avenue W North Open Daily 9 a.m. io 6 p.m.; Wednesday 9 a.m. fo 1 p.m. Thursday and Friday 9 a.m. to 9 p.m. Telephone 327-1303.