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07/21/2004: "Slogans --- can people make you change them?"

A slogan is an important part of the image of any business or concern. It is part of their branding and a business has a right --- or so I've always thought --- to use any type of slogan they want.

Fox News’ use of the slogan “Fair and Balanced” constitutes deceptive advertising, two political advocacy groups claimed Monday in a petition filed with the Federal Trade Commission.

Liberal MoveOn.org and historically nonpartisan Common Cause assert that Fox News’ reports are “deliberately and consistently distorted and twisted to promote the Republican Party of the U.S. and an extreme right-wing viewpoint.”

Alleging consumer fraud, the complaint calls for the FTC to order Fox News, consistently the highest-rated cable news network, to cease and desist from using the slogan.

Well, I agree that Fox News is not especially fair and balanced and that it does lean so heavily to the right that if it lets go it will crush the street below. But they have a right to use that slogan if they choose. Now to me, they are more fair and balanced than the mainstream media who usuallly don't air President Bush's speeches, for example. At least Fox spends more time airing Kerry events than even the liberal media.

It will be interesting to see what happens in this case. Can a group claim a business is using deceptive advertising and cause them to drop their slogan.

If I actually started my business, Powerwriting.com, in 1991 rather than 1993, and I say in my slogan that I've been serving the Internet since 1993, is that deceptive? Is it hurting anyone? The fact is, I've been working online since early 1992 or late 1991 but my slogan says 1993. Frankly, I don't think anyone gives a damn. They just like to know I've been around awhile and will probably be around awhile longer.

I often tell would-be clients I've been a copywriter and published writer over 30 years. Well, that's true. But if they knew how many years "over" they'd think I was bent over and chewing baby food for lack of teeth.

The fact is, if someone feels threatened by a business or an entity, it will use anything it can to knock that business or entity out of the ring. But let's get back to the slogan. The slogan that a business uses is important. It is critical. And I don't see how it can be challenged unless it can be proven to be a lie or indeed deceptive.

How can moveon.org and Common Cause prove that Fox News is not fair and balanced? I personally don't see how they can. I find Fox more fair and balanced than the mainstream media and, yes, Fox is radical right. But they more often than not give both sides of the story. And that's a hell of a lot more than NBC, CBS or ABC or the NY Times and most other media outlets will do.

So moveon.org and Common Cause gets our Duh of the Day.