mouseprint: fine print of advertising
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March 18, 2006


Filed under: — Edgar (aka MrConsumer) @ 10:51 am

Please Help Support Mouse Print*

Edgar Dworsky For 25 years, Consumer World, the creator of Mouse Print*, has served readers with the latest consumer news, money-saving tips, and independent investigations. It is your generosity (and not advertising nor corporate contributions) that keeps Mouse Print* and Consumer World available as free consumer resources. So MrConsumer turns to you and humbly asks for your support again this year. Your gift will be most appreciated.

Mouse print” is the fine print in advertising, in a contract, or on a product label, often buried out of easy sight. In the worst cases, the mouse print changes the meaning of, or contradicts the primary claims or promises being made. Sometimes, the catch is not even disclosed. In other cases, the fine print is merely an unexpected surprise for the reader. Fine print is not inherently illegal. But, advertisers are not safe from false advertising claims merely because an ad discloses the truth in some minimal manner. A staff attorney for the Federal Trade Commission once said, “mouse print is for rats, so avoid it.”

The website,, turns advertising on its head by focusing on an ad’s asterisked fine print footnote rather than the headline. It also examines the often overlooked small print on product labels and contracts. A new ad, product, or contract is featured every Monday. The goal is to help educate the public about the catches or “gotchas” in disclaimers, and to encourage advertisers to abandon the motto, “the big print giveth, and the little print taketh away.”, like its sister sites, Consumer World and ConsumerReporters, are consumer education, news, and opinion sites produced by consumer advocate, Edgar Dworsky (aka “MrConsumer”).

Contact: edgar(at symbol)



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  1. Good Job!!

    Consumers need more of this type of information. Mouseprint
    should also be part of the sidekick section of the Boston Globe

    Comment by Mary Coles — April 10, 2006 @ 7:22 am
  2. Thoroughly enjoyable and informing. Will a new mouseprint be coming out on a daily basis? Would love a new mouseprint every day.

    Comment by Bill Shea — April 17, 2006 @ 10:16 am

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Mouse Print exposes the strings and catches buried in the fine print of advertising.
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