Evening star., 1934-07-22

The bFosdcasting industry Is ind
Ing II possible 70 reahape It's program
policies through gradual process
because business has improved con-
siderably. Networks and stations alike
seem 10 be- arriving 81 the point
where they have sufficient time sold
40 that they can discriminate in ac-
cepting sponsored or commercial pro-
grams In thus more or less picking
their program sponsors, they can ex-
ercise degree Of control over
the advertising messages rejecting
scripts that smack OF falsity or which
might mislead the public
Doye-tailinR with this self imposed
housekeeping OF the broadcasting in
dustry is the activity Of the Federal
Trade Commission in reviewing the
commercial continuities OF broadcast
advertising with the object Of elimi-
mating false and misleading" matter
Beginning Its scrutiny as Of July /,
the commissions special board OF in
vestieation already has cited a dozen
advertisers. mainly In the proprietary
medicine and cosmetics fields. for
hearing in connection with their ad-
yertising claims
Hearings being held this month
behind closed doors have to do with
justification of claims made by the
advertisers. II they can prove that
their statements are truthful the
cases will be dropped II not1 the
commission will give the advertisers
the option OF eliminating them or Of
facing formal prosecution In the
courts.
The Trade Commission radio
undertaking is an expansion Of the
work 1t has been doing in connection
with periodical advertising for nearly
20 years. Heretofore. 1t has not had
the facilities to survey radio advertis-
ing, although 1t was cognlgant OF
the fact that many concerns which
had been expelled from the news
papers because of allegedly improper
advertising methods have resorted to
the radio unmolested by Uncle Sam.
The fact that the broadcasting sta
tions, networks and transcription
companies are voluntarily co-operat-
ing with the Trade Commission in
this new work, indicates, according
to commission officials, that the in
duStry is anxious to rectify any ad-
vertising transgressions that exist.
Since July !, the broadcasting indus
try, of its own volition, has been
sending weekly transcripts OF adver-
tising continuities for the commits
sion's perusal Purely local radio ad-
vertising, like that of department
stores, is not involved. since the COM
MISSIONS Jurisdiction is restricted to
advertising In interstate commerce.
In virtually every case thus far
cited by the commission the stations
used were along the Eastern Seaboard,
it was explained by E. j. Adams,
chairman of the commissions special
board, in direct charge OF the survey
He predicted that scores of cases will
be cited when the commission has
opportunity to scan continuities used
by advertisers over stations in the
South. Middle West and Far West.
Considerable portions Of the con-
tinuities for certain advertised COM
modities over local stations contain
obviously false and misleading state
ments," Mr.. Adams declared. The
advertisers seem TO be going wild in
their claims, using language that
they could not possibly get into the
better newspapers and magazines.
1t is too early. as yet, to appraiSe
the radio advertising situation. 1t
appears, however. that many adver-
tisers who have been barred from the
newspapers because OF activities of
the Trade Commission in its earlief
days, have resorted to the radio.
which has never been subjected to
supervision of advertising claims.
When the small percentage of
advertisers who have been Haunting
the law realize that they cannot con-
tinue mulcting the public with their
eXtravagant and false claims. the
situation should clear up rapidly.
Stations which have accepted such
border-line accounts because they
needed the revenue, and because the
advertisers refused to temper their
statements, will be placed in a better
position, for they will be able to cite
the trade commissions actions
against fraudulent Advertising
WITH the announcement by
w Senator Dill, Democrat, Of
Washington that he will retire
from public life this year, the mantle
of congressional radio leadership will
probably fan upon the capable
shoulders of Senator White. Re-
publican OF Maine
Senator Dill. co-author Of the
radio act Of 1927 and Of the COM
nunicaticns act Of 1894. which
created the new Federal Communi-
cations Commission and abolished the
old Radio Commission. long has been
recognized as the radio legislative