Daynard Matthew
Bureau of Consumer Protection, Division of Advertising Practices, at the Federal Trade Commission, USA.
J Am Coll Dent. 2004 Summer;71(2):24-6.
The Federal Trade Commission plays a unique role in enforcing well-established standards ensuring that consumers can make informed purchase and use decisions about health-related products and services based on truthful, non-misleading advertising claims while encouraging competition. Deceptive and unfair practices are defined. The importance of the "net impression" that ads convey to consumers and the need for substantiation of objective, factual claims is explained. The FTC uses its enforcement powers and consumer and industry outreach to create a climate for preventing misleading advertising.
联邦贸易委员会在执行既定标准方面发挥着独特作用,确保消费者能够基于真实、无误导性的广告宣传,就与健康相关的产品和服务做出明智的购买和使用决策,同时鼓励竞争。对欺骗性和不公平行为进行了定义。解释了广告向消费者传达的“净印象”的重要性以及对客观事实性声明进行证实的必要性。联邦贸易委员会利用其执法权力以及与消费者和行业的沟通,营造一种防止误导性广告的氛围。