The Better Business Bureau’s “Do’s and Don’ts in Advertising Copy” Binder
Every rule and regulation you needed to break, updated yearly.
No one considers the 1950’s a golden age in advertising, except perhaps for the salaries (if you were the right gender, religion, and color to work in the industry). TV was new and money flooded into agencies trying to reach Americans glued to the three networks.
The real creative revolution began in the 1960s. All the rules were broken.
I know because I have the rulebook.
When one of the big agencies I used to work for was moving offices, lots of decades-old artifacts ended up in the trash. That’s where I fished out a thick, three-ring binder, the cover embossed with “Do’s and Don’ts in Advertising Copy: A Looseleaf Service for Advertisers, Advertising Agencies, Broadcasters and Printed Media.”
It was published by the National Better Business Bureau from the early 1950's to the mid-‘60s.
Meant to keep advertisers honest, it lays out the rules for every imaginable product and condition from Abscessed ear (“It is prohibited to represent symptoms result from Vitamin A deficiency”) to Zirconium anti-perspirants (“Must bear warning: If a rash develops, discontinue use”).
There is a special section on “Sensitive Products.” It includes laxatives, toilet tissue, and foundation garments. To protect the public from being offended, “a special sub-committee of the Television Code Review Board has made a report summarizing its initial findings. It has compiled a set of guideposts as techniques to avoid in television commercials and those to seek.”
The sub-committee’s work on laxatives is especially noteworthy. Here is their counsel:
“AVOID — Techniques which over-dramatize the discomforts of requiring a laxative, which emphasize the speed or efficiency or a laxative, which duplicate the mechanics of elimination by charts or props.” (I just have to say that I think this is one of the funniest sentences ever written by a committee, or by anybody, for that matter.)
“SEEK — Techniques which demonstrate the pleasant after effects of the product, and dramatic settings connected with places other than the family bathroom.”
I’m not sure how you’d demonstrate the pleasant “after” effects they mention in bold italic, but it sounds hilarious. “Hey Mom, Grampa’s not grumpy anymore!” My friend Mike had a genius idea for a laxative commercial. It was simple visually, cutting from one closed bathroom door to another to another. To this he wanted to add the music and refrain from The Drifters’ “This Magic Moment,” and then reveal the Ex-Lax logo at the end. It would have been a memorable spot, but you’d never hear the song quite the same way again.
Later in the binder, there are seven more pages of laxative do’s and don’ts.
In the “Drugs and Devices” section, we are told that “Smoking mentholated cigarettes will have no beneficial effect on colds or coughs.” Good to know. Also, “the advertising of cigarettes should not be presented in a manner to convey the impression that cigarette smoking is important to the development of the youth of our country.”
Also:
“The sale of dental plates by mail is neither a practical nor safe procedure, such offers should not be advertised to the public.”
“Despite all claims to the contrary, no preparation or treatment has yet been discovered which will revive hair color once the pigment is gone.”
“Radioactive Waters: A product that does contain any appreciable amount of radium is extremely dangerous to use except under the care of a competent physician.”
“Turtle oil creams process no rejuvenating or other special qualities.”
“Ozone generators should not be advertised as effective germicides.”
“Devices resembling fountain pens or pencils but designed to expel tear gas have been advertised to the public to afford harmless protection against holdups, vicious dogs, etc. The advertising has neglected to state that purchasers of such devices may automatically become lawbreakers in many parts of the country.”
“Kelp is worthless in the treatment of obesity.”
“Although the purpose of using seat belts is to help protect against injury or death, seat belt advertising shall project their advantages in protecting against injury without resulting to purely “scare” type advertising.”
That last directive is insane — choosing “decorum” over saving lives. But the networks probably didn’t want anybody harshing their “Beverly Hillbillies” vibe. And their biggest advertisers, car manufacturers, didn’t want to remind people that in 1966, 50,894 people died in traffic accidents.
The binder was meant to be updated with new pages as best practices changed. And it was hoped that this new-found effort to tell the truth would “stimulate an improvement in relations between advertising and the public,” an ambitious goal not fully realized.
Having worked as an advertising copywriter for years, I can say that we are never asked to say anything untrue, nor do we want to. Clients don’t want to make one sale to a customer, but many, over many years. Telling people the truth is the most powerful way we have of doing that.
That insight came from 1960s ad folks presenting the truth in fresh, witty, and meaningful ways that respected the intelligence of the viewer. Bill Bernbach, George Lois, and Shirley Polykoff weren’t leafing through this binder looking for ideas.
In any case it seems like this “Do’s and Don’t’s” was put on a shelf and never looked at again. The last of the updates was added in 1966. The pages are unmarked, with no underlining, dog ears, or marginalia. Decades old, they look fresh off the printer.
Anyway, if you have any questions about “Fiber Content Disclosure in Hosiery,” “so-called miracle Socket TV Antennas,” or “describing a non-lumber product as wood,” feel free to reach out. I have the information you need. And it’s been waiting 60 years for you.