Affirmative Disclosure: Long-term Monitoring of Residual Effects

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Abstract
In 1973, the Federal Trade Commission charged the manufacturer of Hawaiian Punch fruit drink with deceptive advertising of the proportion of natural fruit juice in the product. A consent order that specified the use of corrective advertising (affirmative disclosure) to correct suspected residual effects was agreed to. The order required that a consumer survey be conducted to demonstrate whether the residual effects had dissipated to an acceptable level. This study presents the results of 11 cross-sectional surveys taken over a nine-year period following the FTC order. The results indicate that residual effects have systematically declined over the nine-year period and are now at a level which meets one of the FTC's three criteria for termination of the affirmative disclosure advertising message.

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