The broad ax., 1916-05-20
Aimed at Dishonest AdVGrlis-
ing and False PrstenSes.
TO AID HONEST BUSINESS.
Measure Will Prevent Injury to Small
er Cities and Towns From Cutthroat
MonopoIistie Methods of Mail Order
Houses and Big City Stores-Will In
sure Uniform Prices and High Quality
By w. BOB HOLLAND.


BY w. BOB HOLLAND.
"A bill to protect the public
against dishonest advertising and
false pretenses in advertising"
This is the comprehensive title Of 9
measure introduced in the present con
gress by Representative Dan V. Ste
phens of Nebraska. A similar bill has
been introduced in the senate by Sena
tor Ashurst Of Arizona. No one car
find fault with legislation that will
achieve the objects stated in the titles
of the Stephens-Ashurst bill. The pub
lie certainly needs protection against
dishonest advertising and false pre-
lenses in merchandising
The bill now under consideration is
the successor Of the Stevens bill, q
measure introduced In the last con
gress by Representative Stevens OF
New Hampshire. 1t was widely dis
cussed and died In committee after
several public hearings, at which its
merits and dement's were considered
The Stephens bill embodies the changes
that seemed advisable after these
hearings and discussions, and it is be,
ieved that in its present form it safe
guards the producer, the merchant and
the consumer.
For many years the right Of a pro-
duoar 70 nopfrao Of With merchants FOR
the resale Of his products at standard,
uniform prices was generally recog,
nized and its legality was not ques-
toned. Then the supreme court Of the
United States held that such a contract
was Gin restraint of trade" and
against public policy" The court di-
vided on the question, 5 to 4, and the
majority found no specific law forbid
ding the practice that had long been
common, but held that congress had
intended the Sherman law to prohibit
such business methods.
Agency System Is Legal.
This court made law upset long es-
tablished custom, but it does not pre-
vent the end sought from being reach
ed by other means. Producers who
wish to have no discrimination shown
to favored individuals can insure uni
form prices for their goods by estab-
fishing branch establishments or by
appointing agents. This is the method
followed by manufacturers of automo-
biles. Bakers who sell their products
within restricted area can also regu-
late their prices by making grocers
their agents and thereby retaining title
to their bread and rolls until they
reach the consumer.
Producers of other articles, goods
sold in small quantities and which
must depend on established merchants
for their distribution, are denied the
right that men in other lines have.
The Stephens-Ashurst bill is designed
to restore to these producers protec-
ton they had before it was taken
away from them by the supreme court
Cut rate department stores, so called
Nchain" drug and grocery stores In the
large cities, and mail order houses use
cut prices on standard, well known
articles to draw trade away from
small stores and small towns. The
loss they may suffer on these standard
articles is more than made up by the
high profits on anonymous goods or
goods put up under their own brands.
In this way the producer is injured
because the reputation Of his product
Is ruined; the retail merchant Is dam
aged because he cannot afford to adj
vertise widely a special bargain bait
to attract customers to whom other
goods may be sold at profit; the con-
sumner is damaged because producers
are not encouraged to maintain quality
and because inferior articles are sub
stituted.
Ample Protection Afforded.
The Stephens-Ashurst bin Is not
compulsory. To take advantage Of its
provisions the producer must register
his trademark or special brand with
the bureau Of corporations In Wash
tngton and must pay fee Of $40. he
must not have a monopoly of articles
belonging to the same general class of
merchandise, and he must not agree
with any competitor to control prices.
The producer must also file a sched-
ule giving the prices at which his listed
article Is sold to wholesalers, to retail
ers and to the consumer. This sched-
ule Of prices becomes a public docu-
ment The prices scheduled must be
uniform to buyers under similar cir
cumstances. This permits reduction In
prices for quantity purchases and al
lowances to equalize freight rates.
A merchant who decides to quit bust
ness, who wishes to discontinue any
line Of listed goods or who becomes
bankrupt must first offer such listed
articles to the manufacturers for To-
dempticn at the full price paid. Should
the manufacturers neglect or refuse TO
redeem the goods then the dealer can
sen them at any price he desires or can
yeet Damaged goods must also be Of
Tered for exchange or redemption. and
II later offered for sale at reduced
prices the reason for the reduction
must be made known to purchasers.