Federal Trade Commission v. Colgate-Palmolive Co.

The basic question before us is whether it is a deceptive trade practice, prohibited by § 5 of the Federal Trade *376Commission Act,1 to represent falsely that a televised test, experiment, or demonstration provides a viewer with visual proof of a product claim, regardless of whether the product claim is itself true.

The case arises out of an attempt by respondent Colgate-Palmolive Company to prove to the television public that its shaving cream, “Rapid Shave,” outshaves them all. Respondent Ted Bates & Company, Inc., an advertising agency, prepared for Colgate three one-minute commercials…