Ads fuel for info highway

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"Advertising is the fuel of the information superhighway," said Carla R. Michelotti, senior VP-associate general counsel, Leo Burnett Co., Chicago, at a Federal Trade Commission hearing on the future of cyberspace on Monday. "We are beginning an era of true consumer sovereignty," she said.

The FTC is examining its consumer protection role in the high-tech global marketplace. Steve Cole, senior VP of the Council of Better Business Bureaus, warned that, in cyberspace, "Back-of-the-book advertisers become national advertisers online and non-advertisers become global with a click of the mouse, and these advertisers don't know the rules of the game." Mr. Cole advocated education of the cybermarketplace on such matters as laws covering truth in advertising and differences in international advertising regulations.

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