RUSQ_57_2_149_sources_reference

Law & Advertising: A Guide to Current Legal Issues, 4th ed. By Dean K. Fueroghne. Lanham, MD: Rowman & Littlefield, 2017. 398 p. $95 (ISBN: 978-1-4422-4488-7). E-book available (ISBN: 978-1-4422-4489-4), call for pricing.

What is or is not permissible in terms of advertising your product or service? I found this book to be highly readable, as though I was sitting in an audience listening to this highly experienced advertising professional walk me through the legal terrain, often injecting anecdotes about accounts he worked on. He breaks the subject down according to hot-button issues, things like what you need to do to substantiate your claim that this mousetrap kills fifty mice per minute or what the risks are when you make comparisons to competitors’ products.

Much as I would like to see eager beaver entrepreneurs study this book carefully, I think it is destined to be read mainly by law school students or those preparing for a career in advertising or marketing. Leading cases and laws illustrating the major points are appropriately cited, making it easy to follow up with further research in the case law. Legal terminology is highlighted in bold print and defined in the glossary at the back of the book. The only real shortcoming I noticed has to do with ease of browsing. I like to see key points summarized either at the conclusion of individual chapters or in sidebars, but that was omitted here.

Librarians in all disciplines would find much timely and interesting information throughout the book that could be channeled in various ways to those we serve. In particular, specialists who do outreach to the business community, would find this book helpful background reading. Chapter five, which covers the internet, is recommended reading for all technology instructors or facilitators who want to know more about online privacy. Of course, professionals working in advertising or marketing will find this book a handy resource.—Dana M. Lucisano, Reference Librarian, Silas Bronson Library, Waterbury, Connecticut

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