Submission Number: 00050
Received: 9/23/2011 3:38:44 PM
Commenter: George Millison
Agency: Federal Trade Commission
Initiative: 16 CFR Part 424 Retail Food Store Advertising and Marketing Practices Rule, Project No. P104203
Attachments: No Attachments
The Unavailability rule is correct when it states that it is unfair for retailers to publish sale or promotional products that are not available when consumers attempt to purchase them. However, the rule governing the process of offering alternatives, similar compensation, or rain checks is a viable and beneficial business processes that should be maintained. It is my opinion that 16 CFR part 424 Retail Food Store Advertising and Marketing Practices Rule be maintained as an active rule without change or modification.
The rule has been established for some time and seems to be effective in creating an ethical advertisement foundation specifically engaging consumer confidence. In addition to the ethical foundation and consumer confidence, work process are embedded into the retail food market and this rule has become the norm for both consumers and retailers alike. Changing or modifying the practice in any shape or form could result in excess cost for the retail and retraction in consumer confidence.
In summary, rule 16 CFR part 424, Retail Food Store Advertising and Marketing Practice Rule is fundamentally sound and should remain common place until the next periodic review process.