ADVERTIS

ING A

ND SALE

S

PROMOTI

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LESSON 2

.6 –

ENVIRONMENT

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LEGIS

LATI

ON

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TermsFood and Drug Administration (FDA) – Regulates the labeling and safety of food, drugs, and cosmetics sold in the United States.

Consumer Product Safety Commission (CPSC) – Responsible for overseeing the safety of products such as toys, electronics, and household furniture.

Equal Employment Opportunity Commission (EEOC) – Responsible for the fair and equitable treatment of employees with regard to hiring, firing, and promotions.

Occupational Safety and Health Administration (OSHA) – Provides guidelines for workplace safety and enforces those regulations.

Securities and Exchange Commission (SEC) – Regulates the sale of securities (stocks and bonds).

Environmental Protection Agency (EPA) – Protects human health and our environment.

Federal Trade Commission (FTC) – Has the responsibility of enforcing the principles of a free enterprise system and protecting consumers from unfair or deceptive business practices.

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AREAS OF ADVERTISING REGULATION

• Various government bodies regulate advertising

• Advertising can have influence on generations and consumer groups

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Advertising to Children

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Competitive Issues

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DECEPTION AND UNFAIRNESS IN ADVERTISING

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Three Elements of Advertising Deception:

1. There must be a representation, omission, or practice that is likely to mislead the consumer.

2. This representation or practice must be judged from the perspective of a consumer acting reasonably in the circumstance.

3. The representation must be a “material” one.

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THE BUREAU OF CONSUMER PROTECTIONDivided into six different divisions:

1. Advertising Division

2. Enforcement Division

3. Financial Practices Division

4. Marketing Practices Division

5. International Division of Consumer Protection

6. Division of Planning and Information

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PACKAGING TYPES

Aseptic Packaging – Incorporates a technology that keeps food fresh without refrigeration for extended periods of time.

Environmental Packaging – Packages that respond to consumer demand for environmentally sensitive designs.

Cause Packaging – Packaging to promote social and political causes.

 

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