o "a fewer ingredients than actually existed!) While Campbell Soup agreed to stop the practice, a group of law students calling themselves SOUP (Students Opposed to Unfair Practices) argued to the FTC that this would not remedy false impressions created by prior advertising and contended Campbell Soup should be required to run advertising to rectify the problem.53

Although the FTC did not order corrective advertising in the Campbell case, it has done so in many cases since then. Profile Bread ran an ad stating each slice contained fewer calories than other brands—but the ad did not mention that slices of Profile bread were thinner than those of other brands. Ocean Spray cranberry juice was found guilty of deceptive advertising because it claimed to have more "food energy" than orange or tomato juice but failed to note it was referring to the technical definition of food energy, which is calories. In each case, the advertisers were ordered to spend 25 percent of their annual media budgets to run corrective ads. The STP Corporation was required to run corrective advertising for claims regarding the ability of its oil additive to reduce oil consumption. Many of the corrective ads run in the STP case appeared in business publications to serve notice to other advertisers that the FTC was enforcing the corrective advertising program. The texts of the corrective messages required in each of these cases are shown in Figure 21-5.

Corrective advertising is probably the most controversial of all the FTC programs.54 Advertisers argue that corrective advertising infringes on First Amendment rights of freedom of speech. In one of the most publicized corrective advertising cases

Figure 21-5 Examples of corrective advertising messages

Profile Bread

"Hi, [celebrity's name] for Profile Bread. Like all mothers, I'm concerned about nutrition and balanced meals. So, I'd like to clear up any misunderstanding you may have about Profile Bread from its advertising or even its name.

"Does Profile have fewer calories than any other breads? No. Profile has about the same per ounce as other breads. To be exact, Profile has seven fewer calories per slice. That's because Profile is sliced thinner. But eating Profile will not cause you to lose weight. A reduction of seven calories is insignificant. It's total calories and balanced nutrition that count. And Profile can help you achieve a balanced meal because it provides protein and B vitamins as well as other nutrients.

"How does my family feel about Profile? Well, my husband likes Profile toast, the children love Profile sandwiches, and I prefer Profile to any other bread. So you see, at our house, delicious taste makes Profile a family affair."

(To be run in 25 percent of brand's advertising, for one year.)

Ocean Spray

"If you've wondered what some of our earlier advertising meant when we said Ocean Spray Cranberry Juice Cocktail has more food energy than orange juice or tomato juice, let us make it clear: we didn't mean vitamins and minerals. Food energy means calories. Nothing more.

"Food energy is important at breakfast since many of us may not get enough calories, or food energy, to get off to a good start. Ocean Spray Cranberry Juice Cocktail helps because it contains more food energy than most other breakfast drinks.

"And Ocean Spray Cranberry Juice Cocktail gives you and your family Vitamin C plus a great wake-up taste. It's . . . the other breakfast drink."

(To be run in one of every four ads for one year.)

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Destroying Adwords

Destroying Adwords

Adwords or Pay Per Click advertising is essentially the 21st century equivalent of direct marketing, allowing advertisers to test ideas in hours rather than months. Learn more about Google Adwords and PPC advertising.

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