| affirmative disclosure | Advertisers must make known their product's limitations or deficiencies.
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| American Advertising Federation (AAF) | A nationwide association of advertising people. The AAF helped to establish the Federal Trade Commission, and its early "vigilance" committees were the forerunners of the Better Business Bureaus.
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| American Association of Advertising Agencies (AAAA) | The national organization of the advertising business. It has members throughout the United States and controls agency practices by denying membership to any agency judged unethical.
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| Association of National Advertisers (ANA) | An organization composed of 400 major manufacturing and service companies that are clients of member agencies of the AAAA. These companies, which are pledged to uphold the ANA code of advertising ethics, work with the ANA through a joint Committee for Improvement of Advertising Content.
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| Better Business Bureau (BBB) | A business-monitoring organization funded by dues from more than 100,000 member companies. It operates primarily at the local level to protect consumers against fraudulent and deceptive advertising.
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| cease-and-desist order | May be issued by the FTC if an advertiser won't sign a consent decree; prohibits further use of an ad.
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| Children's Advertising Review Unit (CARU) | This entity, created by the Council of Better Business Bureaus, provides a general advisory service for advertisers, agencies, children, parents, and educators.
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| comparative advertising | Advertising that claims superiority to competitors in one or more aspects.
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| consent decree | A document advertisers sign, without admitting any wrongdoing, in which they agree to stop objectionable advertising.
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| consumer advocates | Individuals and groups who actively work to protect consumer rights, often by investigating advertising complaints received from the public and those that grow out of their own research.
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| consumer information networks | Organizations that help develop state, regional, and local consumer organizations and work with national, regional, county, and municipal consumer groups. Examples include the Consumer Federation of America (CFA), the National Council of Senior Citizens, and the National Consumer League.
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| consumerism | Social action designed to dramatize the rights of the buying public.
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| cookies | Small pieces of information that get stored in a computer's Web browser when one loads certain Web sites. Cookies keep track of whether a certain user has ever visited a specific site and allows the site to give users different information according to whether or not they are repeat visitors.
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| copyright | An exclusive right granted by the Copyright Act to authors and artists to protect their original work from being plagiarized, sold, or used by another without their express consent.
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| corrective advertising | May be required by the FTC for a period of time to explain and correct offending ads.
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| deceptive advertising | According to the FTC, any ad in which there is a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment.
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| endorsement | See testimonial.
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| ethical advertising | Doing what the advertiser and the advertiser's peers believe is morally right in a given situation.
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| Federal Communications Commission (FCC) | Federal regulatory body with jurisdiction over radio, television, telephone, and telegraph industries. Through its licensing authority, the FCC has indirect control over broadcast advertising.
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| Food and Drug Administration (FDA) | Federal agency that has authority over the labeling, packaging, and branding of packaged foods and therapeutic devices.
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| intellectual property | Something produced by the mind, such as original works of authorship including literary, dramatic, musical, artistic, and certain other "intellectual" works, which may be legally protected by copyright, patent, or trademark.
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| limen | Our threshold of perception.
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| long-term macro arguments | Criticisms of advertising that focus on the social or environmental impact of marketing.
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| National Advertising Division (NAD) | The National Advertising Division of the Council of Better Business Bureaus. It investigates and monitors advertising industry practices.
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| National Advertising Review Board (NARB) | A fivemember panel, composed of three advertisers, one agency representative, and one layperson, selected to review decisions of the NAD.
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| National Advertising Review Council (NARC) | An organization founded by the Council of Better Business Bureaus and various advertising industry groups to promote and enforce standards of truth, accuracy, taste, morality, and social responsibility in advertising.
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| nonproduct facts | Product claims not about the brand but about the consumer or the social context in which the consumer uses the brand.
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| Nutritional Labeling and Education Act (NLEA) | A 1994 congressional law setting stringent legal definitions for terms such as fresh, light, low fat, and reduced calorie; setting standard serving sizes; and requiring labels to show food value for one serving alongside the total recommended daily value as established by the National Research Council.
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| patent | A grant made by the government that confers upon the creator of an invention the sole right to make, use, and sell that invention for a set period of time.
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| testimonials | The use of satisfied customers and celebrities to endorse a product in advertising.
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