FTC-NAD Workshop:Effective Disclosures in AdvertisingMay 22, 2001

Making Disclosures Clear and Conspicuous

Lee Peeler

Federal Trade Commission

Randy Satterfield

Federal Trade Commission

Peter Marinello

National Advertising Division, BBB

Making Disclosures Clear and Conspicuous

LetsGoTV

Television Advertising

LetsGoTV

Television Advertising Storyboard

30 Seconds

VO: Don’t you wish you could watch TV anywhere you want?

VO: At the beach.

SFX: crashing

VO: At the game.

SFX: cheering sounds

VO: On the road.

SFX: crickets

VO: Now you can. With LetsGoTV. You’ll get your favorite local channels anywhere, anytime. And all the best cable has to offer.

Super: LetsGoTV

VO: Like Box Seats Sports, BNN and ShoMax.

Super: LetsGoTV

Super: Direct satellite reception of stations such as Box Seat Sports Channel, Broadcast News Network, ShoMax, and other cable channels requires a subscription to LetsGoTV Premium Service available at a cost of $49.95 per month. Additional equipment required. Reception limitations may apply. “LetsGoTV” is a registered trademark of B3 Innovations, Inc.

VO: All for $199.

Super: $199.

Super: With mail-in rebate. Restrictions apply.

VO: Just call 1-800-LetsGoTV.

Super: 1-800-LetsGoTV

VO: You’re on the go. Shouldn’t your TV go with you? LetsGoTV from B3 Innovations.

Super: LetsGoTV.

Issues Raised by TV Ad
        - The Claim:
        - The Fine Print:

“Don’t you wish you could watch TV anywhere you want?”

“Reception limitations may apply.”

Issues Raised by TV Ad
        - The Claim:
        - The Fine Print:

“...favorite local channels.... And all the best cable has to offer.”

Satellite reception for cable service “...available at a cost of $49.95 per month.”

Issues Raised by TV Ad
        - The Fine Print:
        - Three lines of important disclosures 
        - On screen for only two seconds

“Direct satellite reception of stations such as Box Seat Sports Channel, Broadcast News Network, ShoMax, and other cable channels requires a subscription to LetsGoTV Premium Service available at a cost of $49.95 per month. Additional equipment required. Reception limitations may apply. “LetsGoTV” is a registered trademark of B3 Innovations, Inc.”

Issues Raised by TV Ad
        - The Claim:
        - The Fine Print:

LetsGoTV shown with an antenna.

“Additional equipment required.”

Issues Raised by TV Ad
        - The Claim:
        - The Fine Print:
        - The Issues:
        - Before rebate cost is $399
        - Must subscribe to satellite service for a year 
        - Rebate paid at end of one year
        - $50 cable cancellation fee

Cost: $199

“With mail-in rebate. Restrictions apply.”

Print Advertising

LetsGoTV

Print Advertising

LetsGoTV.

Never miss your favorite programs.

Cable Sports. 24-Hour News.

First-Run Movies.

LetsGoTV.

Watch whatever you want.

Wherever you want.

LetsGoTV.

goes everywhere you go.

But it’s more than just convenient.                   is all about performance. With the largest screen of any handheld TV,                    gives you crystal clear      satellite reception. And unlike the others,                      has your favorite cable channels, like Box Seat          Sports, Broadcast News Network and ShoMax.

LetsGoTV

LetsGoTV

LetsGoTV

$199
        - Weighs less than two pounds
        -  Thin Film Transistor active-matrix technology
        -  Anti-glare screen for the    clearest color and contrast even     in bright sunlight
        -  Digitreck headphones    included!

You’re on the go.

Shouldn’t you TV go with you?

$199 after rebate*

To order, call 1-800-LetsGoTV. www.LetsGoTV.com

LetsGoTV is a registered trademark of B3 Innovations, Inc.

With twelve-month contract for LetsGoTV Premium Service. Advertised price reflects $399 purchase price after $200 rebate. Termination of contract within twelve-month period voids the rebate and requires a cancellation fee of $50. Direct satellite reception of stations like Box Seat Sports Channel, Broadcast News Network, ShoMax and other cable channels requires a subscription to LetsGoTV Premium Service available for $49.95 per month. Call 1-800-LetsGoTV for more information. Additional equipment required.

*

Issues with Print Ad
        - The Claims:
        - $199 advertised price
        - “Watch whatever you want.  Wherever you want.”
        - Product shown with antenna...
        - “...favorite cable channels...”

LetsGoTV.

Never miss your favorite programs.

Cable Sports. 24-Hour News.

First-Run Movies.

LetsGoTV.

Watch whatever you want.

Wherever you want.

LetsGoTV.

goes everywhere you go.

But it’s more than just convenient.                   is all about performance. With the largest screen of any handheld TV,                    gives you crystal clear      satellite reception. And unlike the others,                      has your favorite cable channels, like Box Seat          Sports, Broadcast News Network and ShoMax.

LetsGoTV

LetsGoTV

LetsGoTV

$199
        - Weighs less than two pounds
        -  Thin Film Transistor active-matrix technology
        -  Anti-glare screen for the    clearest color and contrast even     in bright sunlight
        -  Digitreck headphones    included!

You’re on the go.

Shouldn’t you TV go with you?

$199 after rebate*

To order, call 1-800-LetsGoTV. www.LetsGoTV.com

LetsGoTV is a registered trademark of B3 Innovations, Inc.

With twelve-month contract for LetsGoTV Premium Service. Advertised price reflects $399 purchase price after $200 rebate. Termination of contract within twelve-month period voids the rebate and requires a cancellation fee of $50. Direct satellite reception of stations like Box Seat Sports Channel, Broadcast News Network, ShoMax and other cable channels requires a subscription to LetsGoTV Premium Service available for $49.95 per month. Call 1-800-LetsGoTV for more information. Additional equipment required.

*

Issues with Print Ad
        - The Fine Print:
        - Price in small point size has an asterisk
        - Important disclosures in 6 point orange type on red background

Satellite service costs $49.95 a month

One year satellite service subscription required

$50 early cancellation fee

Additional equipment required

LetsGoTV.

Never miss your favorite programs.

Cable Sports. 24-Hour News.

First-Run Movies.

LetsGoTV.

Watch whatever you want.

Wherever you want.

LetsGoTV.

goes everywhere you go.

But it’s more than just convenient.                   is all about performance. With the largest screen of any handheld TV,                    gives you crystal clear      satellite reception. And unlike the others,                      has your favorite cable channels, like Box Seat          Sports, Broadcast News Network and ShoMax.

LetsGoTV

LetsGoTV

LetsGoTV

$199
        - Weighs less than two pounds
        -  Thin Film Transistor active-matrix technology
        -  Anti-glare screen for the    clearest color and contrast even     in bright sunlight
        -  Digitreck headphones    included!

You’re on the go.

Shouldn’t you TV go with you?

$199 after rebate*

To order, call 1-800-LetsGoTV. www.LetsGoTV.com

LetsGoTV is a registered trademark of B3 Innovations, Inc.

With twelve-month contract for LetsGoTV Premium Service. Advertised price reflects $399 purchase price after $200 rebate. Termination of contract within twelve-month period voids the rebate and requires a cancellation fee of $50. Direct satellite reception of stations like Box Seat Sports Channel, Broadcast News Network, ShoMax and other cable channels requires a subscription to LetsGoTV Premium Service available for $49.95 per month. Call 1-800-LetsGoTV for more information. Additional equipment required.

*

FTC-NAD Workshop:Effective Disclosures in AdvertisingMay 22, 2001

Making Disclosures Clear and Conspicuous

Lee Peeler

Federal Trade Commission

Randy Satterfield

Federal Trade Commission

Peter Marinello

National Advertising Division, BBB