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The FDA Approach to Defining Misleading Advertising
Jacob Jacoby and Constance Small
Journal of Marketing
Vol. 39, No. 4 (Oct., 1975), pp. 65-68
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250601
Page Count: 4
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Misleading advertising is an important issue for the FDA. Jacoby and Small describe the approach currently being considered by the FDA for defining and empirically assessing misleading advertising.
Journal of Marketing © 1975 American Marketing Association