FTC v. Colgate-Palmolive Co.

Federal Trade Commission v. Colgate-Palmolive Company
Supreme Court of the United States
Argued December 10, 1964 Decided April 5th, 1965
Full case name	Federal Trade Commission v. Colgate-Palmolive Company
Citations	380 U.S. 374 (more) 85 S. Ct. 1035; 13 L. Ed. 2d 904; 1965 U.S. LEXIS 2300
Court membership
Chief Justice Earl Warren Associate Justices Hugo Black · William O. Douglas Tom C. Clark · John M. Harlan II William J. Brennan Jr. · Potter Stewart Byron White · Arthur Goldberg
Case opinions
Majority	Warren, joined by Black, Douglas, Clark, Brennan, White, Goldberg
Concur/dissent	Harlan, joined by Stewart

Federal Trade Commission v. Colgate-Palmolive Company, 380 U.S. 374 (1965), was a United States Supreme Court case.

Background

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 its authority.

Opinion of the Court

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.

External links

• Text of Federal Trade Commission v. Colgate-Palmolive Company, 380 U.S. 374 (1965) is available from: CourtListener  Google Scholar  Justia  Library of Congress  Oyez (oral argument audio) 
• The Sandpaper Test, Museum of Hoaxes