Advertising and Society. Part 1: Foundations Chapter 3. Key Points. Discuss the shape-versus-mirror debate Analyze the legal topics that guide advertising practice List the key regulatory agencies and their responsibilities Explain the way the advertising industry regulates itself
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Part 1: Foundations
Oversees package labeling, ingredient listings, and advertising for food and drugs
Watchdog for drug advertising
Federal Comm. Commission
Can issue and revoke licenses to broadcasting stations
Can ban messages that are deceptive or in poor tasteAdvertising’s Regulatory Environment
Bureau of Alcohol, Tobacco, and Firearms
U.S. Postal Service
States’ Attorneys General
Marketing practices vary in legal and regulatory restrictions
International advertisers should have someone in the country who knows the local lawsAdvertising’s Regulatory Environment
Is self regulation really in the best interests of the advertising industry?
Is self regulation motivated by benevolence or business sense?
Six key issues
Poor taste and offensive advertising
Body and self image
Misleading claims and other message strategies
Controversial productsAdvertising Ethics
Body and Self Image
Advertising claims are unethical if they are false, misleading, or deceptive