Academic journal article Reference & User Services Quarterly

Law & Advertising: A Guide to Current Legal Issues, 4th Ed

Academic journal article Reference & User Services Quarterly

Law & Advertising: A Guide to Current Legal Issues, 4th Ed

Article excerpt

Law & Advertising: A Guide to Current Legal Issues, 4th ed. By Dean K. Fueroghne. Lanham, MD: Rowman & Littlefield, 2017. 398 p. $95 (ISBN: 978-1-4422-4488-7). E-book available (ISBN: 978-1-4422-4489-4), call for pricing.

What is or is not permissible in terms of advertising your product or service? I found this book to be highly readable, as though I was sitting in an audience listening to this highly experienced advertising professional walk me through the legal terrain, often injecting anecdotes about accounts he worked on. He breaks the subject down according to hot-button issues, things like what you need to do to substantiate your claim that this mousetrap kills fifty mice per minute or what the risks are when you make comparisons to competitors' products.

Much as I would like to see eager beaver entrepreneurs study this book carefully, I think it is destined to be read mainly by law school students or those preparing for a career in advertising or marketing. Leading cases and laws illustrating the major points are appropriately cited, making it easy to follow up with further research in the case law. …

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