Marketing's "Scarlet Letter": The Theory and Practice of Corrective Advertising.

Corrective advertising is one of the most controversial regulatory proposals made in recent years. This article provides an in-depth look at this FTC program, analyzes the theory behind FTC's management of this power, and reviews research findings. It then proposes a significant change in the program to make it more equitable and efficient than in the past. [ABSTRACT FROM AUTHOR]

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