American Marketing Association
Journal of Public Policy & Marketing
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.
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.