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truth® Project
• 400,000 Americans Die Annually from Tobacco
• More than the total from AIDS, alcohol, car accidents, murders, suicides, drugs and fires COMBINED*
• The American Legacy Foundation’s truth® educates 12-17 years olds about the dangers of tobacco…dropped from 15.2 percent to 10.7 percent
* Federal Trade Commission (FTC)
Dueling Forces in the
Marketplace of Ideas
My (11-year-old) grandson has
never heard my real voice. I
don't even remember what my
own voice sounds like." –
Terrie Hall of North Carolina.
Regulatory Oversight
• Primary Ad Regulator
• Oversight of Wall Street
• Food/Drug Content/Packaging
• Ban Messages from Airwaves
© ™ ®
• © Protects creative work from
unauthorized use
• ™ Word, symbol or slogan – “Just Do It”
• ® Protected intellectual property, ideas,
creations, processes
“Astroturfing”
• PR firm admits it's behind Wal-Mart blogs”
– CNN Money
• Whole Foods’ John Mackey “Rahodeb”
Blog/FTC
• Ghost-writing of Executive Blogs?
Skechers Pays $40 Million Fine
The Federal Trade Commission announced that Skechers
USA, Inc. has agreed to pay $40 million to settle charges
that the company deceived consumers by making
unfounded claims that Shape-ups would help people lose
weight, and strengthen and tone their buttocks, legs and
abdominal muscles.
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