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• W1979554685 abstract "The author is a foremost authority in the fields of antitrust and trade regulation. His expertise is based upon many years of experience as a practicing attorney and as a member of the Federal Trade Commission. From 1959 to 1961 he served as Chairman of the FTC and is currently President of the Federal Bar Association and a member of the FTC's Advisory Counsel. His earlier books include: A Robinson-Patman Primer, An Antitrust Primer, plus editing the FTC's Manual for Attorneys. This book is not intended to be a handbook for lawyers, nor is it a textbook; it is also not a cram course to teach businessmen how to be their own deceptive business practice lawyer. As the title suggests, it is a primer written for the concerned business executive; it is designed to give him a better understanding of the complexities of laws which regulate deceptive practices and the consequences of not dealing intelligently with such laws. The book is clearly written using layman's language without distracting footnotes or technical jargon. The basic text is divided into 24 chapters. In addition, it includes approximately 120 pages of appendix containing the texts of the relevant laws, bibliography, FTC Advisory Opinions, FTC Trade Regulation Rules, and FTC Guides dealing with various topics. The first five chapters detail the early abuses of the U.S. consumer-oriented marketing system and the efforts of common law courts, state legislatures, and the FTC to combat them. The bulk of the book, however, consists of an attempt to categorize these business practices which the FTC and the courts have found to be unfair and/or deceptive, and as carefully as possible to delineate the law with respect to each of them. Some of the practices discussed are contests, free goods, guarantees, pricing claims, and deceptive TV advertising. Whenever possible, the author has included examples and case summaries to clarify the points of law being discussed. The author has done an outstanding job in accomplishing his purpose for writing the book. It should be emphasized that the task of writing a book of this nature is exceedingly difficult. This stems not only from the complexity of the subject matter, but also because new advertising and sales promotion gimmicks are constantly devised which must in turn be judged on an ad hoc basis to determine whether they violate the law. Various laws regulating deceptive practices are often vague and ambiguous; nevertheless, the author has done a masterful job of outlining some of the general principles which one should follow in attempting to stay within these laws. Also examined are consumer protection and credit regulation which are the most topical subjects in this area, owing to increased federal and state concern over regulation. The final chapter, Toward an Ethical Advertising Plan, is based on the author's experience: The plan consists of a five-point program designed to provide the restraint (on businessmen) necessary to achieve the goal of ethical advertising. It reflects the author's genuine concern for enabling businessmen to do a better job in this area. Accordingly, his plan places much emphasis on the business community's shoulders to become more responsible and more self-regulating. This may or may not be a realistic position, but at least it is consistent with the author's optimism concerning the possibility of educating the businessman to do the right thing. This primer should be required reading for all executives with serious marketing responsibilities. LAWRENCE X. TARPEY" @default.
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• W1979554685 title "A primer on the law of deceptive practices: A guide for business" @default.
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