Itt Continental Baking Company, Inc

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IN THE MATTER OF ITT CONTINENTAL BAKING COMPANY, INC., ET AL* Docket 8860. Complaint, Aug. 24, 1971—Modifying order Dec. 14, 1973 Order modifying Commission decision and order issued Oct. 19, 1973 (88 F.R. 31827), by deleting from Paragraph I.1.a. the requirement that respondent identify the basis relied upon for nutritional claims. Further, order denies respondents’ petitions for reconsideration.

Appearances For the Commission: H. Robert Field, Thomas J. Donegan, Lynne C. McCoy, William S. Busker and David O. Bickart. For the respondents: Herbert Dym of Covington & Burling, Washington, D.C., Laurence T. Sorkin of Cahill, Gordon, Sonnett, Reindel & Ohl, Washington, D.C. and Gordon A. Thomas and Alan C. Davis of Rye, N.Y. for ITT Continental Baking Company, Inc. Elhanan C. Stone for Ted Bates & Company, Inc., New York, N.Y. *For Complaint, Decision and Order, see p. 865 herein. Orders 1 1 1 2 2 1864 362 32 24 88.639542 835 1 1 1 2 3 1915 361 99 25 88.639542 F.T.C.2 1 2 0 0 0 689 455 1327 386 -1 3 1 2 1 0 0 793 455 1117 36 -1 4 1 2 1 1 0 793 455 1117 36 -1 5 1 2 1 1 1 793 459 139 32 95.884834 ORDERS 1 2 1 1 2 949 458 156 30 95.884834 RULINGS 1 2 1 1 3 1123 462 55 26 95.569740 ON5 1 2 1 1 4 1195 456 212 31 96.858246 PETITIONS5 1 2 1 1 5 1424 461 80 25 95.995438 FOR5 1 2 1 1 6 1521 455 389 31 96.009300 RECONSIDERATION3 1 2 2 0 0 689 503 1327 338 -1 4 1 2 2 1 0 731 503 1284 46 -1 5 1 2 2 1 1 731 509 237 40 96.425156 Respondents5 1 2 2 1 2 982 508 71 31 96.667839 ITT5 1 2 2 1 3 1066 506 215 33 96.752838 Continental5 1 2 2 1 4 1294 506 131 39 96.487221 Baking5 1 2 2 1 5 1436 505 185 40 96.172241 Company,5 1 2 2 1 6 1637 506 66 30 75.707512 Inc.5 1 2 2 1 7 1720 504 135 37 86.617332 (“ITT”)5 1 2 2 1 8 1867 504 65 32 96.095757 ands 1 2 2 1 9 1945 503 70 33 96.854851 Ted4 1 2 2 2 0 689 554 1326 45 -1 5 1 2 2 2 1 689 561 103 31 93.298279 Bates5 1 2 2 2 2 810 560 28 31 93.229973 &5 1 2 2 2 3 859 559 184 40 96.656479 Company,5 1 2 2 2 4 1064 558 68 31 96.469330 Inc.5 1 2 2 2 5 1153 557 169 36 96.220177 (“Bates”)5 1 2 2 2 6 1340 557 87 30 96.220177 have5 1 2 2 2 7 1444 555 80 32 96.929848 filed5 1 2 2 2 8 1540 555 160 40 96.841339 petitions5 1 2 2 2 9 1718 555 53 32 93.284485 for5 1 2 2 2 10 1786 554 229 32 92.732872 reconsidera-4 1 2 2 3 0 689 602 1325 39 -1 5 1 2 2 3 1 689 608 69 31 96.216316 tions 1 2 2 3 2 773 608 34 30 96.621681 of5 1 2 2 3 3 818 607 59 31 93.300163 thes 1 2 2 3 4 892 605 249 33 92.861946 Commission’s5 1 2 2 3 5 1156 604 147 32 96.690536 decisions 1 2 2 3 6 1317 604 64 31 96.098557 ands 1 2 2 3 7 1396 603 101 32 96.462288 orders 1 2 2 3 8 1510 603 36 32 96.770309 of5 1 2 2 3 9 1558 603 71 32 96.566101 Oct.5 1 2 2 3 10 1650 603 47 38 96.274643 18,5 1 2 2 3 11 1717 603 89 31 87.519020 1973.5 1 2 2 3 12 1825 602 189 39 96.129929 Complaint4 1 2 2 4 0 690 652 1326 43 -1 5 1 2 2 4 1 690 657 133 32 96.142899 counsels 1 2 2 4 2 839 657 86 31 96.633018 have5 1 2 2 4 3 941 656 81 32 96.776825 filed5 1 2 2 4 4 1037 666 20 21 96.585854 a5 1 2 2 4 5 1073 665 163 30 96.395439 responses 1 2 2 4 6 1253 653 164 41 96.395439 opposing5 1 2 2 4 7 1431 653 58 32 96.635368 thes 1 2 2 4 8 1505 653 171 39 96.336243 petitions.5 1 2 2 4 9 1696 653 60 31 96.911560 We5 1 2 2 4 10 1772 652 66 32 96.465805 will5 1 2 2 4 11 1854 652 83 31 96.428497 limits 1 2 2 4 12 1954 662 62 21 96.076118 our4 1 2 2 5 0 691 702 1323 44 -1 5 1 2 2 5 1 691 707 244 33 96.136467 considerations 1 2 2 5 2 948 707 36 30 96.136467 of5 1 2 2 5 3 995 706 57 31 96.469360 thes 1 2 2 5 4 1065 705 161 41 96.367599 petitions5 1 2 2 5 5 1240 707 36 29 96.728012 to5 1 2 2 5 6 1288 715 76 21 96.728012 news 1 2 2 5 7 1377 706 143 29 96.667282 matters5 1 2 2 5 8 1535 704 111 31 96.537552 raised5 1 2 2 5 9 1659 704 44 39 96.530037 by5 1 2 2 5 10 1717 713 61 21 96.530037 ours 1 2 2 5 11 1791 702 146 32 96.454605 decisions 1 2 2 5 12 1951 702 63 32 96.327789 anda 1 2 2 6 0 690 752 1324 45 -1 5 1 2 2 6 1 690 758 100 33 96.905785 orders 1 2 2 6 2 808 767 89 30 96.886581 upon5 1 2 2 6 3 916 756 106 32 96.756752 which5 1 2 2 6 4 1042 755 201 41 96.450432 petitioners5 1 2 2 6 5 1263 755 65 32 96.863617 had5 1 2 2 6 6 1348 764 43 22 96.745338 no5 1 2 2 6 7 1410 754 90 40 96.463501 prior5 1 2 2 6 8 1519 753 217 41 96.480759 opportunity5 1 2 2 6 9 1756 755 36 30 96.549286 to5 1 2 2 6 10 1811 763 116 30 96.868752 argue.5 1 2 2 6 11 1951 752 63 33 96.777710 See4 1 2 2 7 0 691 807 423 34 -1 5 1 2 2 7 1 691 808 221 33 95.766579 Commissions 1 2 2 7 2 928 807 85 32 96.807182 Rules 1 2 2 7 3 1030 808 84 30 96.060364 3.55.2 1 3 0 0 0 1339 886 22 26 -1 3 1 3 1 0 0 1339 886 22 26 -1 4 1 3 1 1 0 1339 886 22 26 -1 5 1 3 1 1 1 1339 886 22 26 95.785217 I.2 1 4 0 0 0 691 950 1330 1640 -1 3 1 4 1 0 0 691 950 1324 246 -1 4 1 4 1 1 0 731 950 1284 45 -1 5 1 4 1 1 1 731 956 204 31 96.481339 Petitioners5 1 4 1 1 2 951 965 103 30 96.413635 argues 1 4 1 1 3 1069 954 75 32 96.413635 that5 1 4 1 1 4 1159 954 60 31 96.627274 thes 1 4 1 1 5 1232 953 183 40 96.627274 particulars 1 4 1 1 6 1430 952 158 32 96.369972 violations 1 4 1 1 7 1603 952 102 32 96.369972 found5 1 4 1 1 8 1720 952 43 39 96.770935 by5 1 4 1 1 9 1780 951 57 32 92.851250 thes 1 4 1 1 10 1853 950 162 34 92.849815 Commis-4 1 4 1 2 0 691 1001 1324 44 -1 5 1 4 1 2 1 691 1007 70 31 96.888489 sions 1 4 1 2 2 782 1016 68 22 96.526245 was5 1 4 1 2 3 871 1008 57 29 96.667511 not5 1 4 1 2 4 948 1004 131 41 96.824402 alleged5 1 4 1 2 5 1097 1004 33 31 96.903870 in5 1 4 1 2 6 1150 1004 58 32 96.879799 thes 1 4 1 2 7 1228 1003 189 41 96.244972 complaint.5 1 4 1 2 8 1441 1004 38 30 96.244972 In5 1 4 1 2 9 1500 1013 61 22 96.256546 ours 1 4 1 2 10 1579 1002 145 33 96.262032 decisions 1 4 1 2 11 1743 1012 52 21 96.413208 we5 1 4 1 2 12 1814 1001 123 40 96.503937 upheld5 1 4 1 2 13 1956 1001 59 31 96.884743 thea 1 4 1 3 0 691 1052 1324 45 -1 5 1 4 1 3 1 691 1056 178 41 96.667686 allegations 1 4 1 3 2 886 1056 36 32 93.166985 of5 1 4 1 3 3 936 1054 336 41 92.381248 misrepresentations 1 4 1 3 4 1290 1053 177 33 96.284409 contained5 1 4 1 3 5 1485 1053 31 31 96.119202 in5 1 4 1 3 6 1535 1052 193 41 96.709145 Paragraphs 1 4 1 3 7 1748 1053 36 30 96.339478 105 1 4 1 3 8 1803 1052 35 32 96.871628 of5 1 4 1 3 9 1852 1052 59 31 93.299118 thes 1 4 1 3 10 1929 1061 86 23 92.000107 com-4 1 4 1 4 0 691 1101 1324 46 -1 5 1 4 1 4 1 691 1106 103 40 93.228790 plaints 1 4 1 4 2 811 1106 60 31 97.008583 but5 1 4 1 4 3 885 1106 179 32 96.241241 dismissed5 1 4 1 4 4 1078 1104 198 41 96.726128 allegations5 1 4 1 4 5 1293 1104 35 31 96.458023 of5 1 4 1 4 6 1339 1103 99 32 93.249924 others 1 4 1 4 7 1453 1102 352 45 92.467773 misrepresentations5 1 4 1 4 8 1822 1102 145 40 96.262985 charged5 1 4 1 4 9 1982 1101 33 31 96.911316 in4 1 4 1 5 0 691 1153 795 43 -1 5 1 4 1 5 1 691 1157 58 31 96.185562 thes 1 4 1 5 2 766 1155 187 41 95.721138 complaint.5 1 4 1 5 3 973 1154 194 41 96.787399 Paragraphs 1 4 1 5 4 1186 1155 37 31 96.972267 105 1 4 1 5 5 1240 1154 146 40 96.836136 charged5 1 4 1 5 6 1402 1153 84 32 96.838417 that:3 1 4 2 0 0 774 1199 1241 292 -1 4 1 4 2 1 0 816 1199 1199 41 -1 5 1 4 2 1 1 816 1204 139 32 96.724030 Certain5 1 4 2 1 2 970 1204 35 31 96.302307 of5 1 4 2 1 3 1017 1203 58 32 96.956009 thes 1 4 2 1 4 1089 1202 168 33 96.314476 aforesaid5 1 4 2 1 5 1271 1202 285 32 96.801941 advertisements5 1 4 2 1 6 1571 1211 57 21 96.067924 ares 1 4 2 1 7 1643 1200 185 33 96.296631 addressed5 1 4 2 1 8 1841 1199 174 41 96.303673 primarily4 1 4 2 2 0 774 1250 1241 48 -1 5 1 4 2 2 1 774 1258 35 29 96.972137 to5 1 4 2 2 2 825 1254 148 44 96.342140 children5 1 4 2 2 3 989 1264 38 22 97.007622 or5 1 4 2 2 4 1040 1256 36 30 96.960129 to5 1 4 2 2 5 1091 1253 138 40 96.625023 general5 1 4 2 2 6 1245 1252 176 32 96.562149 audiences5 1 4 2 2 7 1438 1251 106 32 96.635063 which5 1 4 2 2 8 1561 1251 128 33 96.622421 includes 1 4 2 2 9 1705 1250 203 33 93.289665 substantial5 1 4 2 2 10 1923 1260 92 21 93.035881 num-4 1 4 2 3 0 775 1297 1240 45 -1 5 1 4 2 3 1 775 1305 77 32 96.456665 bers5 1 4 2 3 2 871 1305 35 31 96.953964 of5 1 4 2 3 3 919 1304 160 38 96.853661 children,5 1 4 2 3 4 1099 1303 105 32 96.706345 which5 1 4 2 3 5 1222 1303 285 32 96.525566 advertisements5 1 4 2 3 6 1523 1302 81 32 96.015701 tends 1 4 2 3 7 1621 1304 37 29 96.993362 to5 1 4 2 3 8 1673 1301 126 40 96.372032 exploit5 1 4 2 3 9 1815 1301 59 31 93.207123 thes 1 4 2 3 10 1889 1297 126 44 92.955772 aspira-4 1 4 2 4 0 775 1349 1240 43 -1 5 1 4 2 4 1 775 1353 88 32 97.013397 tions5 1 4 2 4 2 878 1353 35 31 96.993530 of5 1 4 2 4 3 925 1353 147 31 96.453148 children5 1 4 2 4 4 1087 1352 52 31 96.613922 for5 1 4 2 4 5 1153 1351 96 41 96.954002 rapids 1 4 2 4 6 1263 1351 65 32 96.997009 ands 1 4 2 4 7 1342 1350 138 40 96.763405 healthy5 1 4 2 4 8 1494 1350 131 40 96.362312 growths 1 4 2 4 9 1641 1350 63 32 96.294456 ands 1 4 2 4 10 1720 1349 237 40 95.975319 developments 1 4 2 4 11 1972 1349 43 39 96.662621 by4 1 4 2 5 0 775 1399 1240 44 -1 5 1 4 2 5 1 775 1404 118 39 96.960281 falsely5 1 4 2 5 2 907 1402 208 41 95.743324 portraying,5 1 4 2 5 3 1132 1401 142 40 96.744865 directly5 1 4 2 5 4 1288 1401 66 32 96.444740 ands 1 4 2 5 5 1368 1401 44 39 96.540024 by5 1 4 2 5 6 1426 1400 213 40 96.540024 implication,5 1 4 2 5 7 1657 1400 71 31 96.538254 said5 1 4 2 5 8 1742 1400 148 31 96.847946 Wonders 1 4 2 5 9 1905 1399 110 32 96.910858 Bread4 1 4 2 6 0 775 1449 1236 42 -1 5 1 4 2 6 1 775 1464 36 21 96.726601 as5 1 4 2 6 2 823 1464 43 21 96.697769 an5 1 4 2 6 3 877 1452 256 39 96.697769 extraordinary5 1 4 2 6 4 1144 1452 76 32 96.925346 foods 1 4 2 6 5 1233 1452 53 31 96.878403 for5 1 4 2 6 6 1294 1451 187 40 96.696709 producing5 1 4 2 6 7 1491 1449 161 33 96.477051 dramatic5 1 4 2 6 8 1663 1449 132 41 96.898132 growths 1 4 2 6 9 1807 1449 34 31 96.723999 in5 1 4 2 6 10 1851 1449 160 32 96.723999 children.3 1 4 3 0 0 775 1497 1240 92 -1 4 1 4 3 1 0 816 1497 1199 42 -1 5 1 4 3 1 1 816 1501 195 38 96.345680 Therefore,5 1 4 3 1 2 1029 1500 59 31 96.818474 thes 1 4 3 1 3 1102 1500 168 31 96.649879 aforesaid5 1 4 3 1 4 1286 1502 71 28 96.227173 acts5 1 4 3 1 5 1374 1500 64 30 96.861343 ands 1 4 3 1 6 1454 1498 164 41 96.332855 practices5 1 4 3 1 7 1635 1498 36 32 96.635208 of5 1 4 3 1 8 1682 1497 225 40 96.437340 respondents5 1 4 3 1 9 1924 1506 91 22 96.274788 were4 1 4 3 2 0 775 1548 887 41 -1 5 1 4 3 2 1 775 1553 65 31 96.637054 ands 1 4 3 2 2 856 1562 56 20 96.526215 ares 1 4 3 2 3 929 1551 95 38 96.346359 false,5 1 4 3 2 4 1042 1550 210 39 96.774002 misleading,5 1 4 3 2 5 1270 1548 175 41 96.484612 deceptive5 1 4 3 2 6 1462 1549 65 32 96.324814 ands 1 4 3 2 7 1543 1548 119 31 96.704559 unfair.3 1 4 4 0 0 692 1599 1329 640 -1 4 1 4 4 1 0 730 1599 1284 42 -1 5 1 4 4 1 1 730 1602 48 31 96.899338 As5 1 4 4 1 2 793 1611 62 22 96.364609 ours 1 4 4 1 3 869 1602 132 39 96.419167 opinions 1 4 4 1 4 1015 1601 37 31 96.640396 of5 1 4 4 1 5 1064 1600 72 32 96.225204 Oct.5 1 4 4 1 6 1157 1601 48 37 96.780167 19,5 1 4 4 1 7 1225 1601 90 37 77.322372 1973,5 1 4 4 1 8 1333 1599 197 40 93.254929 recognized5 1 4 4 1 9 1547 1601 43 38 93.254929 (p.5 1 4 4 1 10 1609 1601 19 29 92.657646 45 1 4 4 1 11 1644 1600 44 39 91.744049 [p.5 1 4 4 1 12 1706 1600 62 30 93.264915 9495 1 4 4 1 13 1781 1599 156 38 91.878876 herein]),5 1 4 4 1 14 1954 1599 60 30 97.006790 thea 1 4 4 2 0 692 1648 1322 42 -1 5 1 4 4 2 1 692 1653 113 31 96.822113 thrust5 1 4 4 2 2 823 1653 35 30 95.972412 of5 1 4 4 2 3 873 1651 65 32 95.972412 this5 1 4 4 2 4 958 1650 121 40 96.675003 charges 1 4 4 2 5 1096 1650 28 33 96.649933 is5 1 4 4 2 6 1143 1650 151 32 96.856796 directed5 1 4 4 2 7 1310 1652 36 29 96.334274 to5 1 4 4 2 8 1364 1649 57 31 96.617714 thes 1 4 4 2 9 1439 1649 102 31 96.293999 effects 1 4 4 2 10 1560 1649 35 31 96.024239 of5 1 4 4 2 11 1608 1648 59 32 96.837128 thes 1 4 4 2 12 1684 1648 193 39 93.287842 challenged5 1 4 4 2 13 1896 1648 118 31 92.628647 adver-4 1 4 4 3 0 692 1698 1323 42 -1 5 1 4 4 3 1 692 1703 178 31 92.944786 tisements5 1 4 4 3 2 883 1712 42 22 95.894997 on5 1 4 4 3 3 937 1701 158 32 95.777824 children.5 1 4 4 3 4 1112 1701 69 31 95.908569 Ours 1 4 4 3 5 1193 1700 130 40 96.891571 findings 1 4 4 3 6 1334 1700 36 31 96.861458 of5 1 4 4 3 7 1378 1699 158 32 96.552322 violations 1 4 4 3 8 1550 1709 67 22 96.793015 was5 1 4 4 3 9 1631 1698 104 32 96.679550 based5 1 4 4 3 10 1747 1708 88 29 96.294830 upon5 1 4 4 3 11 1848 1698 68 32 96.488037 this5 1 4 4 3 12 1929 1698 86 30 96.665085 view4 1 4 4 4 0 694 1748 1322 45 -1 5 1 4 4 4 1 694 1754 34 31 96.961319 of5 1 4 4 4 2 742 1752 191 41 96.221558 Paragraphs 1 4 4 4 3 955 1752 45 31 96.790253 10.5 1 4 4 4 4 1022 1752 31 30 95.660202 It5 1 4 4 4 5 1069 1751 28 32 95.660202 is5 1 4 4 4 6 1113 1754 88 36 96.464157 true,5 1 4 4 4 7 1220 1761 37 21 96.991219 as5 1 4 4 4 8 1273 1750 136 40 96.594025 pointed5 1 4 4 4 9 1427 1752 58 29 96.929070 outs 1 4 4 4 10 1501 1749 43 40 96.936150 by5 1 4 4 4 11 1561 1749 235 40 96.771263 respondents,5 1 4 4 4 12 1814 1749 75 30 96.160896 that5 1 4 4 4 13 1904 1748 34 31 96.141785 in5 1 4 4 4 14 1954 1758 62 21 96.864227 our4 1 4 4 5 0 694 1795 1321 45 -1 5 1 4 4 5 1 694 1800 130 40 96.037155 opinions 1 4 4 5 2 844 1809 49 21 96.794670 we5 1 4 4 5 3 913 1799 54 31 96.586693 did5 1 4 4 5 4 986 1801 58 29 96.755745 not5 1 4 4 5 5 1063 1798 82 32 96.694153 limits 1 4 4 5 6 1165 1807 61 23 96.944054 ours 1 4 4 5 7 1244 1797 185 32 96.783569 discussions 1 4 4 5 8 1447 1800 35 28 96.945351 to5 1 4 4 5 9 1501 1797 118 31 96.335014 effects5 1 4 4 5 10 1639 1806 42 21 96.782112 on5 1 4 4 5 11 1699 1796 147 31 96.617615 children5 1 4 4 5 12 1865 1795 62 32 95.851913 but5 1 4 4 5 13 1945 1795 70 32 95.851913 also4 1 4 4 6 0 694 1845 1326 44 -1 5 1 4 4 6 1 694 1851 102 31 96.845276 found5 1 4 4 6 2 814 1851 75 31 96.845276 that5 1 4 4 6 3 907 1850 58 31 96.934769 thes 1 4 4 6 4 984 1848 194 41 96.294594 challenged5 1 4 4 6 5 1197 1848 285 32 96.606537 advertisements5 1 4 4 6 6 1501 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96.219429 they5 1 4 4 10 8 1545 2048 183 40 96.867432 portrayed5 1 4 4 10 9 1742 2047 148 32 96.414551 Wonders 1 4 4 10 10 1904 2047 111 31 96.193466 Bread4 1 4 4 11 0 694 2093 1320 44 -1 5 1 4 4 11 1 694 2109 35 22 96.533951 as5 1 4 4 11 2 747 2109 41 21 96.287582 an5 1 4 4 11 3 805 2097 256 40 96.771072 extraordinary5 1 4 4 11 4 1078 2097 76 32 96.320763 foods 1 4 4 11 5 1170 2097 53 31 96.620018 for5 1 4 4 11 6 1238 2095 186 41 96.620018 producing5 1 4 4 11 7 1438 2094 162 32 93.223122 dramatic5 1 4 4 11 8 1615 2094 150 41 91.678650 growth*5 1 4 4 11 9 1790 2094 17 19 93.136742 *5 1 4 4 11 10 1832 2094 52 31 92.420296 *.”5 1 4 4 11 11 1901 2093 113 40 92.420296 (Opin-4 1 4 4 12 0 695 2147 1326 43 -1 5 1 4 4 12 1 695 2150 64 38 93.277023 ion,5 1 4 4 12 2 779 2160 31 30 93.218712 p.5 1 4 4 12 3 832 2151 38 31 93.052612 185 1 4 4 12 4 887 2151 45 39 92.235733 [p.5 1 4 4 12 5 952 2150 61 31 93.292641 9605 1 4 4 12 6 1028 2149 144 37 75.514847 herein])5 1 4 4 12 7 1190 2149 180 37 96.825394 However,5 1 4 4 12 8 1389 2157 51 22 96.328712 we5 1 4 4 12 9 1457 2147 69 32 96.328712 finds 1 4 4 12 10 1543 2157 43 22 96.958099 no5 1 4 4 12 11 1601 2147 246 39 96.359802 inconsistency5 1 4 4 12 12 1864 2148 157 31 96.088463 between4 1 4 4 13 0 694 2196 876 43 -1 5 1 4 4 13 1 694 2199 97 32 96.764771 these5 1 4 4 13 2 805 2198 147 41 96.583611 findings5 1 4 4 13 3 967 2199 65 31 96.700478 ands 1 4 4 13 4 1048 2197 58 33 96.560966 thes 1 4 4 13 5 1123 2197 123 40 96.243027 charges 1 4 4 13 6 1261 2196 34 31 96.515816 in5 1 4 4 13 7 1311 2196 193 40 96.748955 Paragraphs 1 4 4 13 8 1523 2196 47 31 95.918427 10.3 1 4 5 0 0 693 2244 1326 346 -1 4 1 4 5 1 0 735 2244 1280 44 -1 5 1 4 5 1 1 735 2249 47 32 96.945526 As5 1 4 5 1 2 801 2259 61 21 95.662827 ours 1 4 5 1 3 877 2248 133 40 96.061691 opinions 1 4 5 1 4 1026 2247 97 32 96.367882 made5 1 4 5 1 5 1140 2247 98 38 96.728424 clear,5 1 4 5 1 6 1258 2246 33 31 95.726913 in5 1 4 5 1 7 1309 2245 133 41 95.726913 dealings 1 4 5 1 8 1457 2245 80 32 96.993591 with5 1 4 5 1 9 1554 2244 58 32 96.326836 thes 1 4 5 1 10 1629 2244 196 41 96.269058 allegations5 1 4 5 1 11 1841 2244 37 31 93.297508 of5 1 4 5 1 12 1891 2244 124 40 92.384071 Parag-4 1 4 5 2 0 694 2293 1321 45 -1 5 1 4 5 2 1 694 2299 82 39 96.403984 raph5 1 4 5 2 2 802 2299 46 38 96.759087 10,5 1 4 5 2 3 875 2308 51 21 96.948814 we5 1 4 5 2 4 948 2298 184 31 96.641281 concerned5 1 4 5 2 5 1155 2296 173 33 96.405495 ourselves5 1 4 5 2 6 1351 2296 77 39 96.859421 only5 1 4 5 2 7 1450 2295 81 31 96.875130 with5 1 4 5 2 8 1553 2295 58 31 96.426422 thes 1 4 5 2 9 1633 2294 284 33 95.774757 advertisements5 1 4 5 2 10 1940 2293 75 33 95.774757 that4 1 4 5 3 0 694 2343 1320 43 -1 5 1 4 5 3 1 694 2358 89 22 96.807640 were5 1 4 5 3 2 801 2358 82 22 96.405838 seen5 1 4 5 3 3 899 2358 43 22 95.862602 on5 1 4 5 3 4 958 2347 178 32 95.862602 children’s5 1 4 5 3 5 1156 2356 177 30 96.524796 programs5 1 4 5 3 6 1351 2346 64 31 96.874153 ands 1 4 5 3 7 1433 2345 98 32 96.242538 those5 1 4 5 3 8 1549 2345 56 31 96.050156 TV5 1 4 5 3 9 1624 2343 225 33 93.280075 commercials5 1 4 5 3 10 1868 2343 146 32 92.329781 contain-4 1 4 5 4 0 693 2394 1319 46 -1 5 1 4 5 4 1 693 2399 68 41 95.820587 ing,5 1 4 5 4 2 785 2399 52 32 96.961731 for5 1 4 5 4 3 859 2398 163 39 96.831680 instance,5 1 4 5 4 4 1047 2397 58 33 96.633675 thes 1 4 5 4 5 1128 2398 136 39 96.664742 fantasy5 1 4 5 4 6 1285 2396 132 41 96.495667 growths 1 4 5 4 7 1441 2405 178 30 96.623405 sequence,5 1 4 5 4 8 1645 2394 104 33 96.416420 which5 1 4 5 4 9 1774 2394 238 38 96.376442 commercials,4 1 4 5 5 0 694 2442 1319 44 -1 5 1 4 5 5 1 694 2446 158 40 96.138382 although5 1 4 5 5 2 873 2448 58 30 96.073318 not5 1 4 5 5 3 952 2445 115 32 96.649902 shown5 1 4 5 5 4 1089 2455 41 21 96.037590 on5 1 4 5 5 5 1152 2445 176 31 96.368790 children’s5 1 4 5 5 6 1348 2453 187 31 96.557228 programs,5 1 4 5 5 7 1559 2453 90 21 96.278671 were5 1 4 5 5 8 1669 2442 115 32 96.682724 shown5 1 4 5 5 9 1805 2452 36 22 95.608902 as5 1 4 5 5 10 1864 2442 91 40 96.484932 early5 1 4 5 5 11 1977 2452 36 21 96.774956 as4 1 4 5 6 0 697 2492 1321 42 -1 5 1 4 5 6 1 697 2497 90 31 96.645187 10:005 1 4 5 6 2 803 2506 77 22 96.714111 a.m.5 1 4 5 6 3 900 2496 80 31 96.672089 with5 1 4 5 6 4 996 2496 151 31 96.775078 children5 1 4 5 6 5 1166 2494 222 40 96.714233 constituting5 1 4 5 6 6 1402 2504 19 21 96.583893 a5 1 4 5 6 7 1438 2493 201 32 96.543503 substantial5 1 4 5 6 8 1654 2496 78 37 96.842682 parts 1 4 5 6 9 1748 2493 36 31 95.441902 of5 1 4 5 6 10 1795 2492 59 32 96.270386 thes 1 4 5 6 11 1870 2492 148 41 96.455688 viewing4 1 4 5 7 0 694 2545 1325 45 -1 5 1 4 5 7 1 694 2547 166 31 96.278923 audience.5 1 4 5 7 2 877 2548 162 39 96.622398 (Opinion,5 1 4 5 7 3 1055 2559 54 30 96.395546 pp.5 1 4 5 7 4 1126 2551 28 37 96.395546 5,5 1 4 5 7 5 1173 2551 37 30 93.238853 185 1 4 5 7 6 1223 2551 66 39 88.855682 [pp.5 1 4 5 7 7 1306 2551 70 37 96.997421 950,5 1 4 5 7 8 1392 2551 60 30 93.306221 9605 1 4 5 7 9 1464 2549 153 36 82.829910 herein].)5 1 4 5 7 10 1632 2549 39 30 96.490700 In5 1 4 5 7 11 1684 2548 144 32 96.932304 additions 1 4 5 7 12 1841 2549 35 29 96.925362 to5 1 4 5 7 13 1888 2546 58 32 96.963135 thes 1 4 5 7 14 1959 2545 60 32 96.664452 ads a en eS Sy meee re <-> 1105 Order themselves, evidence was presented by complaint counsel that these advertisements were deceptive to the entire audience viewing them. (Opinion, Ftns. 18-19 and text [p. 961 herein].) The conclusion was inescapable from this evidence and the commercials themselves that the advertisements had the capacity to lead parents, as well as children, to believe that Wonder Bread is an extraordinary food for producing dramatic growth in children. Evidence of this effect on parents was clearly probative on the issue raised in Paragraph 10, since it is reasonable to assume that advertisements which have the capacity to deceive the more sophisticated adult portion of a viewing audience would a fortiori have the capacity to deceive the children in that audience. We find no error in relying upon this evidence and making the findings which we did.

Petitioners raise a number of objections to provisions of the Commission’s order to cease and desist. We will deal with these arguments seriatim.

Paragraph 1 a. Paragraph 1 a of the Commission’s order forbids respondents, in food advertisments, from representing: The nutritional properties of any such product in generalized terms such as “rich in nutrients,” vitamins or iron fortified, “enriched,” or other similar nutritional references, without identifying the basis relied upon for the nutritional claims, and unless the advertised nutritional value can be substantiated for the average and ordinary use of the product by consumers or by particular groups of consumers provided they are specified.

Respondents object to this provision on the ground, among other things, that it is unrelated to the violation found. As to the requirement in this provision that references in general terms to nutritional value must be substantiated for the average use of the product by consumers, we disagree. One of the major techniques used in the advertisements found to have falsely represented that Wonder Bread was an extraordinary food for growth in children was the repeated and exaggerated reference to the nutritional qualities of ITT’s bread. The Commission, in addition to proscribing the false representation found to have been made in the past, is entitled to go further and prohibit or regulate types of claims that are reasonably related to the past representations and which might constitute alternate roads to the same general goal of deceiving the public. Federal Trade Commission v. National Lead Co., 352 U.S. 419 (1957).

However, on reconsideration we are persuaded that the requirement in this part of the order that respondents must identify in the adver- _ tisement “the basis relied upon” for nutritional claims is not justified in view of the nature of the violation found in this case. As indicated above, Order 83 F.T.C.

the deception in the advertisements involved in the violation arose from the use of repeated and exaggerated references to nutritional ingredients in Wonder Bread and representations as to their growthproducing properties. Challenges that these and other advertisements were misleading because they failed to disclose certain additional facts relating to nutrition were dismissed by the Commission. Although a different and more limited type of affirmative disclosure requirement is justified (see discussion infra of Paragraph 1b), we have concluded that the requirement of affirmative disclosure of the “basis relied upon” for nutritional claims is not warranted in this particular case. This part of the order will be modified.

Paragraph 1 b. This provision requires respondents, whenever they represent “the comparative nutritional efficacy or value ”1 of a food product, to state the “brand, product, or product category” to which the comparison is made.

Petitioners again object on the ground that there is no relationship to the violation. But the misrepresentation found by the Commission— that Wonder Bread is an extraordinary food for producing growth in children—was itself a comparative claim, as it clearly suggested that Wonder Bread is superior to some food products as far as nutritional qualities are concerned.’ We have concluded that it is necessary to assure that respondents do not in the future make nutritional claims that falsely imply superiority over other food products. As a means of reaching that objective, it is necessary to require respondents to designate clearly the brand or products to which any nutritional comparison is made. Paragraph 1 c. This provision prohibits representations that a food product is essential as a source of a particular nutritional value if there are other food products which are also sources of the same or similar nutritional values and unless the claim can be substantiated for normal use of the product. Again, although we did not find this exact type of representation to have been made in the past by respondents, it is the type of representation. that, if made, would be closely related to previous claims that implied that Wonder Bread was an extraordinary food for producing growth in children, e.g., respondents’ assertions that Wonder Bread supplies “proteins, minerals, carbohydrates, and vitamins * * * all vital elements for growing minds and bodies.” (Opinion, ' The parties have raised the question whether “value” means nutritional value or has a broader meaning. The term “value” in this provision is modified by the foregoing term “nutritional.” The same is true with respect to the terms “efficacy or functional value” appearing in Paragraph 3 of the order. 2 The fact that the Commission did not find a basis for the charge that Wonder Bread was represented as superior or unique as against “all” (as distinguished from “some” or “most”) other foods or brands, as was alleged in Paragraph 8(a) of the complaint, is not inconsistent with this observation. 222 UVANALIVEINE AL DARLING UU., LINU., Vt AL. L2LUU 1105 . Order p. 6 [p. 951 herein]}.) We affirm the necessity of the presence in the order of this provision.

Paragraph 1 d. Paragraph 1 d forbids representations in food advertising of:

The functional value or other attributes of any such product to a user through the use of demonstrations or other visual techniques unless the demonstrations are actual depictions of the actual value of the product by actual persons and represent the average and ordinary experience of consumers with the use of the product. This provision was included because of the previous use of the highly exaggerated “growth sequence” commercials found to have the capacity to deceive. The provision prohibits future use of demonstrations or visual techniques unless they accurately reflect a real life situation. Cf. Federal Trade Commission v. Colgate-Palmolive Co., 380 U.S. 374, 388 (1965). This provision will be retained notwithstanding respondents’ objections.

Paragraph 3. Paragraph 3 forbids respondents from “misrepresenting in any manner the nutritional content, efficacy or functional value” of any food product. Respondents object to this paragraph on the ground the provision is overly broad in view of the Commission’s dismissal of various charges in the complaint and affirmance of what one respondent characterizes as a “single violation.” But the violation found was hardly “single” or of de minimis proportions. The advertisements found to be deceptive ran for a period of several years and involved millions of dollars of sales. In view of the magnitude of the violation and the importance to children and consumers of correct nutritional information, we deem it necessary to assure that respondents are prohibited from engaging in any type of false advertising of the nutritional qualities of food products.

Finally, we have examined respondent Bates’ arguments relating to that portion of our opinion describing the responsibility of advertising agencies in cases of this kind. We find no reason to retract any of our language.

It is ordered, That Paragraph I 1 a of the Commission order to cease and desist, entered herein on Oct. 19, 1978, be modified to read as follows:

The nutritional properties of any such product in generalized terms such as “rich in nutrients,” vitamins or iron fortified, “enriched,” or other similar nutritional references, unless the advertised nutritional value can be substantiated for the average and ordinary use of the product by consumers or by particular groups of consumers provided they are specified.

It is further ordered, That the petitions for reconsideration filed Order 83 F.T.C.

by respondents, except to the extent they have been granted by this order, be, and they hereby are, denied. Commissioners Thompson and Hanford not participating.