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APT EXAMPLES OF UNDERWRITING CREDITS
TERMS THAT ARE PERMISSIBLE
"Creative" to describe advertising services
"Fresh and original" to describe health food
"Timeless traditional truths" to describe an art gallery's works
"AT&T - the right choice" - established corporate slogan
"Dupont - makers of better things for better living"
"Movado Museum Watch, another famous Swiss-made product"
"The department store specializing in golf ... providing everything."
New York Gom Tang House specializing in ox-tail soup. "Through long experience and skill, we have made instant Ox-tail soup in a can."
"Gourmet" or "Distinctive" to describe food
"Comfortable like your own home. Korean Airlines will try its best. Our wings, Korean Air."
"Exclusive source" or "exclusive distributor" of a product
"A wide assortment" (this phrase is now in such common use, it has been approved)
"A true Italian product"
"100 years of innovation"
A recommended reading list on children's programs is permissible, if there is no financial tie between producers and publishers of books on the list.
TERMS THAT ARE NOT PERMISSIBLE
". . . the most requested kitchenware and cooking tools of television viewing audiences" - endorsement, qualitative claim
"Where fine wines begin" - qualitative claim
"Easier to control" - qualitative claim
"The place to buy hardware" - qualitative claim
"This program is brought to you by your friends at ________" (or "by the experts at") - commercial advertising technique
"It's not too big, not too small, but just right" - qualitative, comparative
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Spain...on the road Again garners national press coverageDownload the Oct. 2008 NewsletterRead an interview with Frank Sesno, moderator of Fueling Our Future
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