The FTC on ‘Infomercials’

Howard Rosenberg’s “Amazing Discovery: These Shows Are Ads” (March 12) makes important points about the deceptive potential of many “infomercials,” television ads that masquerade as programs. However, the statement that “the FTC does not appear very interested in the infomercial issue” is simply wrong.

In fact, the Federal Trade Commission’s staff has an active program of monitoring infomercials and investigating those that appear to be misleading. Over the past 18 months, we have brought four law enforcement actions against infomercials and, in fact, sued two infomercial advertisers of baldness products well before the Food and Drug Administration took steps to bar these products. Our other cases include one infomercial touting the availability of government grants and another involving sunglasses.

A consent agreement signed by the sunglasses advertiser requires prominent disclosures during the infomercial that it is, in fact, an ad. We have a number of other infomercials under investigation.

BARRY J. CUTLER, Director, FTC, Washington