ADVERTISING: New Rules for Cigarettes

For years the Federal Trade Commission has tried snuffing out misleading cigarette ads as often as they appear. But by the time a cease-and-desist order can be issued, the company in question is apt to be off on another tack. Last week the FTC attempted to bring the industry into line all at once by issuing a new set of "suggested" rules for cigarette-ad copy. In view of recent studies linking cigarettes to cancer and heart trouble, FTC thought that the time had come to guard the public from misleading ads.

Under the code, the ads would not claim that...

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