The Obsolescence of Advertising in the Information Age

• Published in: The Yale law journal Vol. 127; no. 8; pp. 2270 - 2341
• Main Author: WOODCOCK, RAMSI A.
• Format: Journal Article
• Language: English
• Published: New Haven The Yale Law Journal Company, Inc 01.06.2018; Yale University, School of Law; Yale Law Journal Company, Inc
• Subjects: ADVERTISING; Advertising campaigns; Antitrust; Antitrust law; Antitrust laws; Campaigns; COMPETITION LAW; Consumer education; Consumers; Courts; ELECTRONIC COMMERCE; Evaluation; History; Influence; Law and legislation; Laws, regulations and rules; Methods; Monopolies; Obsolescence; Online advertising; Persuasion; Remedies; TRADE PRACTICES; United States. Federal Trade Commission; UNITED STATES; United States > US
• ISSN: 0044-0094; 1939-8611

The vast amount of product information available to consumers through online search renders most advertising obsolete as a tool for conveying product information. Advertising remains useful to firms only as a tool for persuading consumers to purchase advertised products. In the mid-twentieth century, courts applying the antitrust laws held that such persuasive advertising is anticompetitive and harmful to consumers, but the Federal Trade Commission (FTC) was unable to pursue an antitrust campaign against persuasive advertising for fear of depriving consumers of advertising's information value. Now that the information function of most advertising is obsolete, the FTC should renew its campaign against persuasive advertising by treating all advertising beyond the minimum required to ensure that product information is available to online searchers as monopolization in violation of section 2 of the Sherman Act.