1. The Advertiser and the Consumer. The Impact of Advertising on the Consumer and the Home. The Advertiser. The Impact of Advertising on Our Economy. 2. Advertising Media. Newspapers. Magazines. Radio. Television. Outdoor Advertising. Direct Advertising. 3. The Advertising Agency. Development of the Advertising Agency. The Role of the Advertising Agency. The Advertising Code. 4. Constitutional Sources of Federal Regulatory Power. The Postal Power. The Taxing Power and General Welfare Clause. Interstate Commerce. Advertising and Interstate Commerce. 5. Advertising and the Maintenance of Competition The Federal Trade Commission. Legislative History. Unfair Methods of Competition in Commerce. Gradual Acceptance of FTC Jurisdiction over Advertising. The Wheeler-Lea Amendments. Administrative Procedure. Conclusion. 6. Advertising and the Public Interest The Federal Communications Commission. Historical Perspective. The Public Interest, Convenience, or Necessity. The Networks Challenge FCC Authority. Advertising Problems of FCC. Conclusion. 7. False, Misleading and Obscene Advertising. The Postal Power and Advertising. Obscenity and the Mails. Mail Fraud. The Federal Alcohol Tax Unit. 8. Observations and Conclusions. Stages in the Law of Advertising. Advertising and its Regulation Today. Control of Advertising as an Economic Force. Appendix. A. Typical Stipulation Federal Trade Commission. B. Excerpts from the television Code of the National Association of Radio and Television Broadcasters. C. Offer in Compromise. D. The Voluntary Limitation of Advertising. Bibliography. Official Reports. Statutes. Table of Cases. Index of Names. Index of Subjects.
