• CONTENTS 
• Acknowledgments
• Introduction: The Falsity in Our Lives
• PART 1 
• HOW ADVERTISING IS REGULATED
• 1 
• The Elements of Deceptiveness Law
• 2 
• How Many Consumers Must Be Deceived?
• 3 
• The Sears Dishwasher Case
• 4 
• Finding the Facts of Deceptiveness
• 5 
• Looking Horses in Their Mouths, and Consumers in Their Heads
• 6 
• The Aspercreme (Thompson Medical) Case
• PART 2 
• DECEPTIVE IMPLICATIONS
• 7 
• Identifying Implications
• 8 
• The Volvo Case
• 9 
• The Role of Implications in Deceptiveness
• 10 
• How Implications Work
• 11 
• The Many Types of Implications
• 12 
• The Kraft Cheese Case
• PART 3 
• BRANDING AND THE CLAIMS IT GIVES US
• 13 
• The Reason for Deceptive Claims: Branding
• 14 
• How Branding Breeds Falsity: The Slippery Slope
• 15 
• Selected Facts: Starting Down the Slope
• 16 
• The Kroger Price Survey Case
• 17 
• Minimal Facts: The Second Step
• 18 
• Creating Minimal Facts
• 19 
• The Infomercial Cases
• PART 4 
• THE BOTTOM OF THE SLOPE: NONFACT CLAIMS
• 20 
• Nonfacts: The Third Step
• 21 
• Identifying Nonfacts
• 22 
• How Advertisers Use Nonbrand Facts
• 23 
• Nonfacts and Consumers' Perceptions of Truth and Significance
• 24 
• The Dark Side of Nonfacts
• 25 
• The Headache Remedy Cases: Anacin, Tylenol, Bayer, and Others
• PART 5 
• THE OLD AND NEW VIEWS OF CONSUMER TRUSTING
• 26 
• Puffery: Opinion Claims to Be Distrusted
• 27 
• We Need to Trust Sellers, and We Do
• 28 
• Making Up Our Own Minds, and Trusting Too
• 29 
• Trusting and Distrusting All Over the Slope
• 30 
• What the Law Doesn't See, and the Problems That Result
• 31 
• The Sunoco Gasoline Case
• PART 6 
• THE ADVERTISERS' VIEW OF THE PROBLEM
• 32 
• The Advertisers Don't See the Problems
• 33 
• How They Try to Escape
• 34 
• Advertisers' First Amendment Rights
• 35 
• Advertisers' First Amendment Hopes for Eliminating Deceptiveness
• 36 
• The Triumph Cigarette Cases
• PART 7 
• AN ALTERNATIVE VIEW THAT ADVERTISERS COULD TAKE
• 37 
• The Advertisers' Principal Motivation: Avoiding Competition
• 38 
• Do Advertisers Need the Slippery Slope Claims?
• 39 
• The R. J. Reynolds Cigarette Case
• 40 
• The Problem of B—
• 41 
• A More Realistic Orientation to the First Amendment
• 42 
• Looking Back at the Cases
• PART 8 
• THE VIEW THAT REGULATORS COULD TAKE
• 43 
• The Need for a Legal Solution
• 44 
• The Basis for a Legal Solution in Existing Law
• 45 
• An Elaboration on the Matter of Adverse Interest
• 46 
• Proposals for Regulation
• 47 
• Proving Reliance or Nonreliance
• 48 
• What the Reliance Rule Would Allow and Disallow
• 49 
• Smart and Dumb Consumers and the Reliance Rule
• PART 9 
• THE VIEW THAT CONSUMERS COULD TAKE
• 50 
• The Prospects of Consumers Helping Themselves
• 51 
• What Consumers Can Do
• 52 
• A Final Perspective
• References
• Index

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