For 18 months, Warner-Lambert Co. was required to include the following statement in all television advertisements for Listerine: "Listerine will not help prevent colds or sore throats or lessen their severity." The Federal Trade Commission (FTC) imposed this requirement because previous advertising had caused consumers to believe Listerine was effective against colds. This is an example of the FTC action known as
A)corrective advertising.
B)deceptive advertising.
C)unethical advertising.
D)cease-and-desist advertising.
E)self-regulation.

Question

Quizplus · Accepted Answer

The action taken by the FTC is known as corrective advertising, which is a remedy that requires an advertiser to use subsequent advertisements to clarify, correct, or retract false or misleading statements made in earlier advertisements. In this case, the previous advertising had led consumers to believe that Listerine was effective against colds, so the FTC required Warner-Lambert Co. to include a disclaimer in future advertisements to correct this misconception.

For 18 Months, Warner-Lambert Co