U.S. admen often tout their clients' products with such boasts as "lowest priced in its field," "recommended by more physicians," or "three times longer-wearing." Last week the Federal Trade Commission moved to check the claims. Prodded by Ralph Nader and other consumer advocates, the FTC decided that it will issue periodic orders to companies to submit proof of their ad pitches relating to safety, performance, efficiency, quality and comparative prices. The first orders are expected to go to auto companies, probably within three months, and the FTC later will focus on other big advertisers, industry by industry.
The commission will continue to...
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