Advertising: Regimen & Responsibilty

Regimen & Responsibility

Between 1956 and 1963 overweight Americans spent $16 million to buy 4,000,000 boxes of pink, green and yellow Regimen tablets, convinced by a massive advertising campaign that the tablets could help them lose as much as 28 pounds in 28 days without dieting. Last week, after a 13-week trial in a Brooklyn courtroom, a federal jury found the producer, Manhattan's Drug Research Corp., its president and its advertising agency guilty of conspiring to defraud the public. The judgment against the ad agency—Kastor, Hilton, Chesley, Clifford & Atherton, Inc.—was the first ever made against an agency for promoting...

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