“A stimulating examination of ads, cases, and rulings that leads us to think about how regulation might be changed in the future. The book will inform students and practitioners on all sides of the issues, while challenging them with some proposals sure to be controversial.”—William L. Wilkie, University of Notre Dame
“In this fascinating examination of contemporary ‘ad-speak,’ Preston reveals the logical tricks behind familiar ads and reviews their legal status. He then goes on to argue for a ‘revolutionary’ new standard for advertising, saying that ads should be constructed in such a way that consumers can rely on their content.”—Robert Herrmann, former President, American Council on Consumer Interest
“[Preston] meticulously dismantles advertisers’ arsenal of dirty tricks: implied but spurious claims, ‘minimal facts’ promoted as significant, puffery, infomercials disguised as news programs, and empty ‘nonfacts’ vaunting a brand’s superiority over all others. . . . A potent handbook for consumers awash in misinformation.”—Publishers Weekly