TY - JOUR
AU - Small, Constance
AB - APPLIED MARKETING COEDITORS LARRY LIGHT RUSSELL I. HALEY Vice President and President Director of Research Haley, Overholser & Assocs. BBDO,lnc. EDITORIAL BOARD VALENTINE APPEL JOHN S. COULSON MARSHALLG.GREENBERG AHF Marketing Research, Inc. National Analysts Leo Burnett Company, Inc. New York Chicago Philadelphia RICHARD M. JOHNSON JOHN McMENNAMIN Market Facts Decisions Center Chicago New York The FDA Approach to Defining Misleading Advertising JACOB JACOBY AND CONSTANCE SMALL Misleading advertising is an important issue for the Federal Food, Drug, and Cosmetic Act gave the FDA. Jacoby and Small describe the approach jurisdiction over prescription drug advertising to currently being considered by the FDA for defining the Food and Drug Administration (FDA). In most cases, whether a prescription drug ad­ and empirically assessing misleading advertising. can be objectively determined vertisement is false The amount of time, effort, and money invested and is independent of any impact it may have on promote prescription drugs in this country is the consumer. For example, if an ad for a penicil­ to It is estimated that over $1 billion are claims that it can cure certain staggering. lin medication spent annually to disseminate information to the types of breast cancer, this claim can be objec­ than 
TI - Applied Marketing: The FDA Approach to Defining Misleading Advertising
JF - Journal of Marketing
DO - 10.1177/002224297503900413
DA - 1975-10-01
UR - https://www.deepdyve.com/lp/sage/applied-marketing-the-fda-approach-to-defining-misleading-advertising-KFZao0D9Uj
SP - 65
EP - 68
VL - 39
IS - 4
DP - DeepDyve
ER -