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Controversial Television Advertising
Pages 6 (1506 words)
The most controversial innovation in advertising regulation in recent years involves corrective advertising. This remedy, designed to eradicate the effects of the previous fraud, requires advertisers who are found to have advertised falsely to purchase advertising time or space and disclose to consumers true information about the product (usually through the same media in which the false claim was disseminated)…
Put simply: under traditional law, the rewards for advertising deception were so great and the penalties so modest (especially when discounted against the remote likelihood of detection and suit) that it was virtually perverse for advertisers not to engage in certain kinds of false claims.
It comes at a time when concern is growing about the effectiveness of television advertising regulation in light of technological developments in media. Such developments include the rapid growth of television channels that are available via a number of platforms-terrestrial, satellite, and cable-and that are being further facilitated through the transition of broadcasting from analogue to digital transmission.
Digitalization means not only more television channels for viewers to choose from but also greater scope for interactivity. This, in turn, may mean more power to consumers to select what to watch, when to watch, and how to watch. ...
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