ADVERTISING: Moment of Truth

In its heaviest crackdown on phony TV advertising, the Federal Trade Commission last week gave new teeth to an old saw: things are rarely what they seem. The FTC filed complaints against four major national advertisers (Standard Brands, Colgate-Palmolive, Alcoa and Lever Bros.), three advertising agencies (Manhattan's Ted Bates & Co. and Foote, Cone & Belding, and Pittsburgh's Ketchum, MacLeod & Grove), and Foote, Cone's Vice President William H. Bambric. The charge: trickery designed to fool the TV viewer.

Charged the FTC:

¶ The "flavor gems" used by Standard Brands to show...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!