Adherence of Prime-Time Television Advertising Disclosures to the “Clear and Conspicuous" Standard: 1990 vs. 2002

Authors

Mariea Grubbs Hoy, University of Tennessee - Knoxville
J. Craig Andrews, Marquette UniversityFollow

Document Type

Article

Language

eng

Publication Date

Fall 2004

Publisher

American Marketing Association

Source Publication

Journal of Public Policy & Marketing

Source ISSN

0743-9156

Abstract

In 1990, one-fourth of all national television commercials contained disclosures, yet none of the disclosures adhered to all of the Federal Trade Commission's "clear and conspicuous" standard (CCS). As a result of marketplace changes and a 2001 Federal Trade Commission and National Advertising Division joint workshop, the authors anticipate an increase in the number of disclosures and greater adherence to the CCS. The authors find a significant increase in disclosure incidence; however, adherence declines or remains unchanged for most individual guidelines. Finally, the authors provide public policy implications and offer suggestions to increase adherence to the CCS.

Comments

Published version. Journal of Public Policy & Marketing, Vol. 23, No. 2 (Fall 2004). DOI. © American Marketing Association 2004. Used with permission.

Recommended Citation

Hoy, Mariea Grubbs and Andrews, J. Craig, "Adherence of Prime-Time Television Advertising Disclosures to the “Clear and Conspicuous" Standard: 1990 vs. 2002" (2004). Marketing Faculty Research and Publications. 62.
https://epublications.marquette.edu/market_fac/62