TRUTH IN ADVERTISING

Poverty Bay Herald, Volume LV, Issue 16914, 1 April 1929, Page 5

TRUTH IN ADVERTISING

RETAIL TRADERS' PLEDGE SYDNEY, March IS. Tho Retail Traders' Association of Xe\v South Wales has adopted u pledge with the object of upholding the principle of "Truth in Advertising.'' The campaign has been entered upon by the association in the interests not only of the members of tho association, but of the general public, whoso confidence the association desires to continue to enjoy.

Members of the association have pledged themselves to refrain from doing or saying anything which might; tend to bring any accepted form of advertising into disrepute. There will be a just respect and consideration for competitors, and derogatory statements regarding the merchandise or advertising of others will be avoided. It has been decided to construe the term "formerly" to mean the last price to which the merchandise was marked previously to the date of publication of the advertisement; and to construe the term "regularly'' to mean the price prevailing immediately prior to the sale of the specific merchandise advertised, and referring in all cases to a temporary reduction. The pledge also provides that members shall avoid unqualified comparative juices, except when "value" <>r "worth" are inferred. For example, £l\ £.'{, or £4 dresses at 30s means £_, £;i, and £i values at 30s. Members will pledge themselves to the use of "special reductions," "specially priced," and similar terms only when merchandise is being offered at a price less than the regular or prevailing price in a store; to avoid "never before," "elsewhere." and similar term's which cannot be proved; to use such terms as "sample," "clearance," "remnants," "special purchase," "marked down," "reduced," etc., only when expressing exact facts; to advertise "seconds," " fadory rejects," "sub-standards." etc., in a manner so prominent that it will be clearly indicated to the reader that such merchandise is not first quality; and to a clear and honest description of goods and colors, so as to avoid any possible deception or misrepresentation.