Resources:
AAF
American Advertising Federation (AAF). As the "Unifying Voice for
Advertising," the AAF, headquartered in Washington, D.C., with a
Western Regional office in Newport Beach, CA, is the trade association
that represents 52,000 professionals in the advertising industry. AAF's
130 corporate members are advertisers, agencies, and media companies
that comprise the nation's leading brands and corporations. AAF has a
national network of 210 ad clubs and connects the industry with an
academic base through its 210 college chapters.
For more information about AAF visit www.aaf.org.
The American Advertising Federation protects and promotes the
well-being of advertising. We accomplish this through a unique,
nationally coordinated grassroots network of advertisers, agencies,
media companies, local advertising clubs like the Spokane Advertising
Federation and college chapters. Here's what the AAF does:
- Brings members together to yield creative business solutions.
- Protects and promotes advertising at all levels of government through grassroots activities.
- Educates members on the latest trends in technology, creativity and marketing.
- Provides programs to assist local association volunteer leadership.
- Presents the industry with its future leaders.
- Honors advertising excellence.
- Promotes diversity in advertising by encouraging the recruitment of people of diverse cultures.
- Applies the communication skills of its members to help solve community concerns.
The Advertising Principles of American Business
Truth - Advertising shall tell the truth, and shall reveal significant facts, the omission of which would mislead the public.
Substantiation - Advertising claims shall be substantiated by evidence in possession of the advertiser and advertising agency, prior to making such claims.
Comparisons - Advertising shall refrain from making false, misleading, or unsubstantiated statements or claims about a competitor or his/her products or services.
Bait Advertising - Advertising shall not offer products or services for sale unless such offer constitutes a bona fide effort to sell the advertised products or services and is not a device to switch consumers to other goods or services, usually higher priced.
Guarantees and Warranties - Advertising of guarantees and warranties shall be explicit, with sufficient information to apprise consumers of their principal terms and limitations or, when space or time restrictions preclude such disclosures, the advertisement should clearly reveal where the full text of the guarantee or warranty can be examined before purchase.
Price Claims - Advertising shall avoid price claims which are false or misleading, or saving claims which do not offer provable savings.
Testimonials - Advertising containing testimonials shall be limited to those of competent witnesses who are reflecting a real and honest opinion or experience.
Taste and Decency - Advertising shall be free of statements, illustrations or implications which are offensive to good taste or public decency.
Adopted by the American Advertising Federation Board of Directors, March 2, 1984, San Antonio, Texas.
