FTC v. Colgate-Palmolive

FTC v. Colgate-Palmolive 380 U.S. 374 (1965), was a decision by the Supreme Court of the United States in which a Colgate-Palmolive advertisement claimed that its Palmolive Rapid Shave shaving cream was so good it could be used to shave sandpaper. The commercial showed sandpaper applied with shaving cream and then shaved.

The Federal Trade Commission (FTC) complained that the ad was deceptive and a material misrepresentation because it was not sandpaper but rather sand sprinkled on glass. Colgate-Palmolive argued that the product really could shave sandpaper if left on long enough. Colgate-Palmolive sued arguing that the FTC had overstepped it authority.[1]

Ruling

The Supreme Court agreed with the FTC that the commercial was a material misrepresentation. The ruling forced advertisers to remain truthful in their product presentations. As a result, commercials often feature "dramatization" notifications.[2]