When Deceptive Advertising is the Ill, is Corrective Advertising the Cure?

This manuscript examines one remedy utilized by the American regulatory agency to correct the effects of certain deceptive advertising campaigns. It is called "corrective advertising". First developed in the middle 1970's, the tactic generated a great deal of discussion and controversy, but then never became a widely use remedy. Recently, after the passage of almost one quarter of a century, the American Federal Trade Commission again ordered its use in a contested case. We first discuss what constitutes deceptive advertising in the United States and then consider the circumstances that led to the development of the corrective advertising remedy. Then we discuss the latest case and ramifications that it may hold for the advertiser and the advertising industry.