Product details

This the first of a three-case series (596-005-1 to 596-007-1). Advertising for Kraft Singles brand (processed cheese slices) is being challenged by the US Federal Trade Commission (FTC). If guilty, Kraft could face a stop order, and possibly other more onerous penalties such as fines, consumer refunds and even an order to do corrective advertising. Both Kraft and FTC are employing a full arsenal of evidence including advertising copy tests, consumer surveys and expert witnesses. In the first hearing the Administrative Law Judge (ALJ) has ruled against Kraft but has reduced the recommended penalty. Is the ALJ correct? Should Kraft appeal? On what basis? The (B) case details Kraft''s appeal. The (C) case provides the result of the appeal and presents Kraft with yet another option. The case series spans nine years. It may be used alongside ''Borden Inc v Kraft Inc'' (595-043-1).