Sponsor (Oct-Dec 1964)

Record Details:

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AS VIEWED BY OUR WASHINGTON NEWS BUREAU In her AAAA talk, the new approach prevailed. She praised the advertisers for their role in promoting the econony, and the public interest, and in underwriting the country's broadcast system. She took the trouble to defend and clarify her position on deceptive practices that cheat competitors while misleading the public. She denied charges of impractical demands for "full disclosure" in all advertising, including 30-second commercials, and said she had used the term only in connection with installment interest charges. Emphasis now is on "informing" not over-protecting the consumer: "a delicate balance of information and persuasion," in advertising. Mrs. Peterson has stuck very closely to the very letter of President Johnson's February consumer interest message. It declared right of the consumer to be informed, to choose rationally among conpeting products, and to be heard at topmost level of government. The message called for regional conferences where all involved could meet on the subject of "adequate consumer information." Labor press has since been quick to point out that the meetings have featured new-style, intelligent consumer spokesmen who present conplaints with less emotion and more facts and, figures. AFL-CIO news columnist Sidney Margolius says October Great Lakes Conferences were attended by observers from NAM, national and local Chambers of Commerce, Procter and Gamble (not named but identified as the "biggest" advertiser of soaps and toiletries), advertising agencies, food and chain stores, et al. The Johnson message said he will ask for specific legislation to assure truth in lending, truth in packaging (not "monotonous conformity" but corparable as to size, weight and degree of fill). Senate crusaders Douglas, Hart, Neuberger, Fulbright and others will be on hand to help. The President also wants laws to give Food and Drug Administration more authority over non-prescription drugs, foods, safety tests for cosmetics, increased warning labels. He wants Federal Trade Commission to have temporary cease-and-desist orders against deceptive advertising pending court action, if public injury is a clear possibility. In parallel, Mrs. Peterson's talks on consumer deception, and the regional conferences, have hit hardest at "deceptive" credit charges to Americans currently borrowing at the rate of $7 billion a year. Next in line have been drugs — both prescription and over-the-counter, and packaging. In prospect for mid-1965: report from the President's Special Commission on Food Marketing which will dig into all aspects including advertising and packaging costs. On the advertiser-broadcaster worry agenda: FTC cancer-warning requirement for both labeling and advertising due by July 1965 J if it gets through House Commerce Committee wicket. ^^,€u/ /A^ 14 SPONSOR