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Story
August 21, 1917
The Daily Missourian
Columbia, Boone County, Missouri
What is this article about?
In Minneapolis, the Imperial Automobile Supply Company was fined for misleading advertising by claiming a $5 regular price for a horn that actually sold for $3.50, with sale at $2.95. The judge ruled such claims as factual statements due to the seller's expertise.
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OCR Quality
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Excellent
Full Text
FINED FOR MISLEADING AD
Automobile Supply Company Misrepresented Value of Horn.
A decision in favor of honest advertising was recently made in Minneapolis against the Imperial Automobile Supply Company, which was fined for the misuse of a claim of "value" or "regular price."
The firm had been displaying an automobile signal horn under the placard, "Regular Price $5; Sale Price $2.95." Evidence was obtained by the Associated Advertising Clubs of the World which showed that the horn regularly sold for $3.50.
The opinion of the judge was to the effect that exaggerated value claims are more than expressions of honest opinion of the value of the goods being advertised; that because of the advertiser's technical knowledge of the goods, and because the purchaser has no such technical knowledge, such statements are indeed statements of fact, and if untrue, the advertiser may be held liable.
Automobile Supply Company Misrepresented Value of Horn.
A decision in favor of honest advertising was recently made in Minneapolis against the Imperial Automobile Supply Company, which was fined for the misuse of a claim of "value" or "regular price."
The firm had been displaying an automobile signal horn under the placard, "Regular Price $5; Sale Price $2.95." Evidence was obtained by the Associated Advertising Clubs of the World which showed that the horn regularly sold for $3.50.
The opinion of the judge was to the effect that exaggerated value claims are more than expressions of honest opinion of the value of the goods being advertised; that because of the advertiser's technical knowledge of the goods, and because the purchaser has no such technical knowledge, such statements are indeed statements of fact, and if untrue, the advertiser may be held liable.
What sub-type of article is it?
Deception Fraud
Crime Story
What themes does it cover?
Deception
Justice
Crime Punishment
What keywords are associated?
Misleading Advertising
Fined Company
Automobile Horn
False Value Claim
Honest Advertising
What entities or persons were involved?
Imperial Automobile Supply Company
Associated Advertising Clubs Of The World
Where did it happen?
Minneapolis
Story Details
Key Persons
Imperial Automobile Supply Company
Associated Advertising Clubs Of The World
Location
Minneapolis
Event Date
Recently
Story Details
The Imperial Automobile Supply Company was fined in Minneapolis for advertising an automobile horn with a false regular price of $5 (actual $3.50) to sell at $2.95. The judge held that such value claims are factual due to the seller's expertise and buyer ignorance, making untrue statements liable.