LISTEN TO ME, IF KOHLS WOULD SAY HEY COME IN FOR OUR REGULAR PRICES!
NOBODY WOULD COME IN THE STORE! THE PROBLEM WITH MOUSEPRINT IS THAT
PEOPLE RESPOND TO ADVERTISING. I AM IN THE RETAIL BUSINESS AND HAVE
HAD THE BBB CALL ME AND TELL ME TO PUT SMALL PRINT IN MY AD TO COVER
A CLAIM. EVEN THOUGH WE OFFER CUSTOMERS THE BEST POLICIES IN OUR
INDUSTRY. THEY INCOURAGED THE PRACTICE. I WANT TO BE GOOD TO THE
PUBLIC. I WANT TO STAY IN BUSINESS WHAT SHOULD I DO?

Edgar Replies:Â  Tell the truth in your headline!Â  Don't say, "Get our Buffet Dinner for only $5.99*" and then the asterisk leads to a disclosure that says "*when you buy at regular price."Â  This creates the impression that buffet dinners are on sale for only $5.99, when it fact it is a buy one, get one offer.

Instead say: "Buy one buffet dinner, get one for only $5.99", -or- "Get one buffet dinner for $5.99 when you buy one at regular price."