Advertising promotions addressed to new mothers

No. 19. Advertising promotions addressed to new mothers.

In a recent Advisory Opinion announced today the Federa1 Trade Commission informed an advertising agency that the Plan described below would not vio1ate Commission administered law.

The Plan Having first made arrangements with suppliers, not retailers an advertising agency proposes to maD to new mothers, whose names would be obtained from public sources, an enve10pe containing a variety of "savings " coupons advertising products such as baby foods, powder, soap, lotions and the like. By redeeming the coupons at any stocking retail outlet of her choice, the mother would save five or six cents on a purchase of the advertised product. A line might appear on the cover of the envelope calling attention to the fact that it contains a coupon for an advertiser s product but no part of the mailing would mention the name of, or contain any coupons advertising "house brands" of, any particular outlet at which a coupon might be redeemed.

It is the Commission s view that advertisers participating in such a plan would not specifically, or implicitly, be furnishing promotional assistance to a particular outlet from which the advertiser s products could be obtained by the new mother. An advertiser in interstate commerce who offers promotional assistance to pa,.ticular outlets, specifically or implicitly, for his ADVISORY OPINION DIGESTS 1207 prcducts is required under the laws administered by the Commission to make the offer to each of his competing customers so that the assistance is realistically available to each of them on proportionally equal terms.

The Commission s Guides for Advertising Allowances discuss the requirements for promotional assistance plans in considerable detail and wil be of assistance to persons contemplating their use. Copies are available from the Secretary, Federal Trade Commission, Washington , D.C. 20580. (File ;\0. 663 5032, re1eased Mar. 24 1966.