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Deceptive ‘Infomercials’

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Given that my profession--public relations--has a reputation for “deceiving” the public, it may be surprising that I am disgusted by TV “infomercials” (“Amazing Discovery: These Shows Are Ads” by Howard Rosenberg, March 12).

Every one of these programs--whether it sells hair-loss cure-alls or sunglasses that enables one to see behind himself (wow, what a necessary product!)--uses phases such as “our researchers” or “leading medical authorities” without substantiation and rebuttal.

When a print ad closely resembles a news article, the notice “Paid Advertisement” is clearly visible. Why don’t infomercials have “Paid Advertisement” running constantly--or frequently--across the bottom of the screen?

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Such notices at the beginning and end of each program are not enough, because many viewers tune in late or cut out early.

RICHARD BORDEN, Moorpark

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