Effects and Effectiveness of Corrective Advertising: Assumptions and Errors in Regulation Research

WHEN first introduced by the Federal Trade Commission two decades ago, corrective advertising was an aggressive and innovative remedy. Prior FTC orders merely directed users of deceptive advertising claims to “never say that again.” Corrective advertising took that directive one step further and required the advertiser to correct consumer misinformation engendered by the years (or, in some cases, decades) of advertising claims.