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13 Antitrust Bull. 595 (1968)
Industry-Wide Codes, Advertising, Seals of Approval and Standards: as Participated in by the Trade Association

handle is hein.journals/antibull13 and id is 621 raw text is: INDUSTRY-WIDE CODES, ADVERTISING, SEALS OF APPROVAL AND STANDARDS: AS PARTICIPATED IN BY THE TRADE ASSOCIATION by JOEL E. HOFFMAN* A principal activity of trade associations has traditionally been participation in industry-wide programs involving codes of ethics, seals of approval, product standards, or advertising for the industry as a whole. As the previous speakers have noted, however, participation in such programs may create antitrust risks for the over-enthusiastic or careless associa- tion. Before the trade association executive or counsel decides whether to involve his group in an industry-wide program, he should develop satisfactory answers to certain fundamental questions: 1. Why should the association play any role in the pro- gram under consideration? 2. What role should the association play? 3. How can the participating association maximize the benefits it gains while minimizing the risks ? Some factors to consider in approaching the first question -whether to play any role at all-militate in favor of par- ticipation. Industry-wide programs can be among the most significant services an association can render its members. The good reputation and authoritative voice of the associa- tion may be important contributions to the success of such a program. And the alternative to participation by the asso- ciation may be the creation of a new industry group whose existence dilutes the authority or credibility of the association as a spokesman for the industry. Wald, Harkrader & Rockefeller, Washington, D. C. 595

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