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TV ads policing own act
[NORTH SPORTS FINAL, C Edition]
Chicago Tribune (pre-1997 Fulltext) - Chicago, Ill.
Author: Vazzano, Sherri
Date: Nov 23, 1990
Start Page: 1
Section: BUSINESS
Abstract (Document Summary)

In an attempt to ward off increasing scrutiny by federal regulatory agencies and to soothe consumer wariness, producers of the program-length commercials called "infomercials" say they are willing and able to serve as their own watchdog.

Greg Renker, co-founder of the National Infomercial Marketing Association, said he hopes the list of self-regulatory guidelines announced recently at the group's first convention will convince government officials that infomercial producers "are not all snake oil salesmen."

Though most of the 2,000 infomercials running on independent and cable stations in the U.S. do conform to federal guidelines, some-that don't let the viewer know they're watching a commercial or knowingly sell products that do not live up to advertisers' claims-are less scrupulous. And those bad apples have put a sour taste in the mouths of some viewers and governmental regulatory agencies.

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