Chapter 8

OBSERVATIONS AND CONCLUSIONS

 

STAGES IN THE LAW OF ADVERTISING

The first stage in the American jurisprudence affecting advertising was the so-called “laissez faire” era, a “free-booting” period epitomized by the slogan of caveat emptor. In selling an article, it made no difference how one described it, provided the purchaser had an opportunity of inspecting it. Abuses in business relations and particularly in advertising were many. With the bulk of advertising expenditures concentrated on quack cures, patent medicines, and promotion schemes of every type, the newspapers, periodicals, and the mails were filled with false and flamboyant claims. Under the legal maxim of “let the buyer beware” many unfair trade practices were taken for ...

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