Regulatory positions toward advertising puffery of the Uniform Commercial Code and the Federal Trade Commission

Journal of Public Policy and Marketing

Volumn 16, Issue 2, 1997, Pages 336-344

  Preston, Ivan L ^a  

^a UNIVERSITY OF WISCONSIN   (United States)

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[No Author keywords available]

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EID: 0031316799     PISSN: 07439156     EISSN: 15477207     Source Type: Journal    
DOI: 10.1177/074391569701600214     Document Type: Article

References (36)

1. American Home Products (i981), 98 FTC 136, 175.
2. American Law Institute (1965-cont.), Restatement of the Law, Second, Torts 2d.
3. _ (1996), Uniform Commercial Code, 14th ed., §2-313.
4. Bristol-Myers (1983), 102 FTC 21, 321.
5. Brown v. Castles (1853), 11 Cushing (Mass.) 348.
6. C&H Sugar (1977), 89 FTC Decisions 15.
7. _ (1995), reopening and modifying, unpublished order available from Public Reference Branch, FTC.
8. Carpenter, Gregory S., Rashi Glazer, and Kent Nakamoto (1991), "Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes," Journal of Marketing Research, 31 (August), 339-50.
9. Coca-Cola (1973), 83 FTC 746, 806.
10. Deming v. Darling (1889), 148 Mass. 504.
11. Edelstein, Jeffrey S. (1996), letter by Hall Dickler Kent Friedman & Wood law firm on behalf of Advertising Group to National Conference of Commissioners on Uniform State Laws, (July 2).
12. Federal Trade Commission (1983), "Policy Statement Regarding Advertising Substantiation," 48 Fed. Reg. 10471; reprinted in 47 A.T.R.R. 234 (1984), and as appendix to Thompson Medical, 104 FTC 648 (1984).
13. _ (1984), "Deception Statement," appendix to Cliffdale, 103 FTC 110; originally a letter from James C. Miller to John D. Dingell, (Oct. 14, 1983).
14. _ (1989), Clarification of Three Provisions of a 1972 Order Concerning Safety Claims For Its Tires [Firestone Tire and Rubber Company, D-8818], advisory opinion, 112 FTC 591.
15. Firestone (1972), 81 FTC 398.
16. Hamilton, Walton H. (1931), "The Ancient Maxim Caveat Emptor," Yale Law Journal, 40, 1133-83.
17. Harper, Fowler V. and Fleming James Jr. (1956), The Law of Torts. Boston: Little Brown.
18. Jones, Mary Gardiner (1971), "Advertising Needs 'Fundamental Attitude Change': FTC's Jones," Advertising Age, (February 1), 68.
19. Kraft v. FTC (1992), 970 F.2d 311 (7th Cir.).
20. Metagenics (1996), unpublished initial decision available from Public Reference Branch, FTC.
21. National Conference of Commissioners on Uniform State Laws and American Law Institute (1997), March 21, 1997 Draft, Uniform Commercial Code, Revised Article 2 (Sales), unpublished draft, Chicago.
22. Paddock, James F. (1995), letter from Senior V.P., Fitzgerald & Company, to Advertising Group (Jan. 31).
23. Peeler, C. Lee (1996), personal communication, telephone, (Nov. 1).
24. _ (1997), personal communication, telephone, (Jan. 24).
25. Preston, Ivan L. (1975), The Great American Blow-Up: Puffery in Advertising and Selling. Madison, WI: University of Wisconsin Press.
26. _ (1987), "Extrinsic Evidence in Federal Trade Commission Deceptiveness Cases," Columbia Business Law Review, 1987 (3), 633-94.
27. _ (1989), "The Federal Trade Commission's Identification of Implications as Constituting Deceptive Advertising," University of Cincinnati Law Review, 57 (4), 1243-310.
28. _ (1990), "The Definition of Deceptiveness in Advertising and Other Commercial Speech," Catliolic University Law Review, 39 (Summer), 1035-79.
29. _ (1994), The Tangled Web They Weave: Truth, Falsity and Advertisers. Madison, WI: University of Wisconsin Press.
30. _ (1996), The Great American Blow-Up:Puffery in Advertising and Selling, revised ed. Madison, WI: University of Wisconsin Press.
31. Rotfeld, Herbert J. and Kim B. Rotzoll (1980), "Is Advertising Puffery Believed?" Journal of Advertising, 9 (3), 16-20.
32. Snyder, Wallace S. (1995), letter to National Conference of Commissioners on Uniform State Laws, (Feb. 13).
33. Speidel, Richard (1996), reporter, UCC drafting committee, and professor of law. Northwestern University, personal communication, telephone, (January 15).
34. Sterling Drug (1983), 102 FTC 345.
35. Sun Oil (1974), 84 FTC 247.
36. Sutherland, Ross (1995), letter from Chief Creative Officer, DMB&B, to Advertising Group, (Jan. 30).