EGULATION OF A DVERTISING ) Paul
نویسنده
چکیده
There are three major policy implications from the analysis of advertising regulation: advertising of truthful information should not be restricted by regulatory authorities; deception is most likely and most harmful in the case of ‘credence’ goods, and regulation is most useful (if it is useful at all) in the case of these goods; and laws or rules mandating disclosure (as opposed to laws banning explicit deception) are generally not needed, and often counterproductive. These points are applied in particular to regulation of price advertising, of health claims, and of advertising by attorneys. An important point of the analysis is that advertising can help markets move to new equilibria, and excess regulation can retard such movements, with consequent losses in consumer welfare. The role of the FTC is stressed throughout since this agency uses economic analysis in its regulation of advertising. JEL classification: D83, K29, M37
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تاریخ انتشار 2000