Advertising and the Federal Trade Commission

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Abstract
The Federal Trade Commission's interest in advertising activity must be viewed in terms of overall public policy which focuses both on the needs of consumers and the requirements of a competitive market economy. Truthful informative advertising is essential if the consumer is to make rational purchase decisions among competing alternatives. At a second level, advertising which impedes the consumer's ability to make product selections based on price, quality, service, or convenience may may impair the efficient functioning of the market mechanism. While advertising is an essential element of our competitive economic system, unfair advertising is contrary to the public policies which underlie a free enterprise economy.

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