The people's voice. [volume] (Helena, Mont.) 1939-1969, 1944-03-10
F. 7. c. CRACKS
DOWN ON BIG
ADVERTISERS
BY MARY DILLMAN

again the Federal Trade Commission
pulls and hauls on the reins of ma
tional advertisers to check and har
ness the imaginative powers of their
copy writer's. AS run-of-the-mill bust
ness in the past ten days, the ETC
has filed complaints against Colgate
Palmolive-Peet Co., and Health Aids
of New Jersey, N. j., as well as ac
cepting the stipulation from Western
Auto Supply Company "to cease and
desist from certain misrepresenta-
lions in the sale of paint"
No longer can schoolgirls be sure
Palmolive. The Federal Trade Com
mission has charged the Colgate-Palm-
olive-Peet company with misrepre-
senting to the public Palmolive SOAP
Colgate Dental Cream, Colgate Tooth
Powder, Palmolive Lather Cream
Palmolive Brushless Shave Cream and
Concentrated Super Suds in newspa-
per, magazine and radio advertising.
False and misleading, the COM
mission brands the advertising that:
% Palmolive is made only from
olive and palm oils;
(2) That such olive oil is the same
as that used to cleanse babies and
which was "the beauty oir' of Egypt
ian queens of ancient times.
CD That in Palmolive soap are edi-
BILE olive oil and palm oil in the forms
in which they have been treasured"
as natures finest beauty aids.
(4) That Palmolive will beautify the
skin of the face and body and that a
beautiful skin is not natural phe-
nomenon but is acquired by the habit
ual use of Palmolive.
90 That the habitual use of Palm
olive will protect the skin against and
avert the consequences of advancing
age, cure and prevent facial skin erup-
tions common to adolescents and
keep the skin soft, smooth and lovely
The very name, "Palmolive" is mis-
leading, the ETC asserts, since palm
and olive oils are not the only oils
used in the soap, nor does it contain
the edible olive oil, the company
claims, but is made of "olive oil
foots", (inedible oil pressed from the
residue of crushed pits and pulp after
the edible oil has been extracted,
palm oil and other oils in large guam
titles. including cocoanut oil Palm
olive soap will not insure a beautiful
skin nor avert the effects of advanc-
ing age, and its use will only impart
smoothness and softness to skins
which are inherently smooth and soft,
the commission states.
Long famous for the slogan, "a
Clean Tooth Never Decays, the Col |
gate people have, according to the
ETC, falsely represented that both
Colgate Tooth Powder and Colgate
Dental Cream will make the teeth
bright and sparkling and that the den
tai cream, because Of its special !
penetrating FOAM" will remove food
particles hidden between the teeth
and thus avoid unpleasant breath and
tooth decay.
The commission points out that the
teeth depend upon the qualities of
the enamel, and the teeth of persons
not possessing such qualities will not
be benefited by the use of either the
paste or the powder. AS for I'M
pleasant breath, Colgate Dental Cream
will have no effect whatever on many
of its causes such as stomach dis
orders, diet and dental carries. It's
Especial penetrating foam is soapsuds
favored with aromatic oils and will
not accomplish the results claimed for
it, and it possesses no inherent SUI
periority over many other dentifrices.
Advertisements for SERUTAN IRE +,
member to spell it backwards!), "the
laxative for people over So, on the {
air Sunday nights over the Blue Net {
work and sponsoring Drew Pearson, I
are grossly exaggerated, the ETC s
charges in a complaint to Health Aids, 7
Inc, which manufacturers it. While S
the commission admits that Serutan '
s "a mild laxative" extravagant as I
'ertions in such typical ads as the G
ollowing are without foundation: mo d
More Laxatives Say Thousands of t
Grateful Users. Don't fool around g
With constipation. don't gamble a
With irritating physics and doubtful q
one-time' remedies. Thousands who t
we're ready to give up hope have n
ound blessed relief with Serutan, the h
lew type food auxiliary that contains t
10 habit forming drugs. No harsh v
oughage or irritants. Serutan helps p
Nature in Natures own way by slim t
Hating normal, regular action. Can C
)e used as a natural regulator" t
Serutan, the ETC maintains further, t
S not capable of stimulating or v
the digestive organs or il
muscles as claimed in its advertising. e