One Agency's Deception is Another's Anti-Inflation: FTC and COWPS Disagree On Kroger's Adver
The question is, which is worse, deceptive advertising or inflation? The answer depends on which branch of government you ask.</br></br>The Federal Trade Commission staff has contended that Kroger Co., the third largest retail food chain in the country, was deceiving consumers with its ÛÏPrice PatrolÛ advertising that purported to show KrogerÛªs prices were lower than its competitors.</br></br>The ads compared, on a weekly basis, the prices of 150 products at Kro-gers and several competitors on a weekly basis. The results, which invariably showed Kroger to have the lowest prices on most products, were advertised by Kroger, aiso on a weekly basis.</br></br>The problem, the FTC staff contended, was that Kroger didnÛªt mention that meat and produce were not included in the survey. And, the staff pointed out, the 150 products that were chosen for the survey were cho-</br></br>Consequently, the FTC staff has alleged that since July 1977, it was misleading for Kroger to state, as it did, that its survey proved ÛÏKroger is the Low Price Leader,Û or ÛÏThe Price Patrol Proves You Save More at Kroger," or ÛÏDocumented Proof: Kroger Leads in Lower Prices!Û