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{\title Internet Hoaxes: Public Regulation and Private Remedies}{\author Karen Daly}{\operator Faculty Library}{\creatim\yr2001\mo2\dy23\hr16\min4}{\revtim\yr2001\mo2\dy23\hr16\min4}{\printim\yr2000\mo1\dy31\hr16\min43}{\version2}{\edmins0}{\nofpages1}
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Internet Hoaxes: Public Regulation and Private Remedies
\par }\pard\plain \widctlpar\adjustright \cgrid {
\par }\pard\plain \s15\widctlpar\adjustright \i\cgrid {\b Fwd:\tab Toxic tampons
\par }\pard \s15\fi720\widctlpar\adjustright {
\par I heard many tampon makers would include asbestos in the tampon. Why? Because asbestos makes you bleed more\'85if you bleed more, you\rquote re going to need to use more\'85.
\par }\pard\plain \fi720\widctlpar\adjustright \cgrid {\i This month\rquote s Essence magazine}{\cs17\i\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ Pamela Johnson, }{\i Toxic Warning}{, }{\scaps 
Essence}{, Aug. 1998 at 10.}}}{\i  has a small article about this and they mention two manufacturers of a cotton alternative. The companies are Organic Essentials @ (800) 765-6491 and the Black-owned Terra Femme @ (800) 755-0212. \'85
\par }\pard \widctlpar\adjustright {\i \tab HERE\rquote S THE SCOOP: Tampons contain two things
 that are potentially harmful: Rayon (for absorbency) and dioxin (a chemical used in bleaching the product). The tampon industry is convinced that we, as women, need bleached white products \endash 
 they seem to think that we view the product as pure and clean. T
he problem here is that the dioxin produced in this bleaching process can lead to very harmful problems for a woman. Dioxin is potentially carcinogenic (cancer-associated) and is toxic to the immune and reproductive systems. \'85
\par \tab Rayon contributes to the dan
ger of tampons and dioxin because it is a highly absorbent substance and therefore when fibers from the tampons are left behind in the vagina (as usually occurs), it creates a breeding ground for the dioxin, and stays in a lot longer than it would with ju
st cotton tampons. This is also the reason why TSS (toxic shock syndrome) occurs.
\par \tab WHAT ARE THE ALTERNATIVES? Using feminine hygiene products that aren\rquote t bleached (which causes the dioxin) and that are all cotton (the rayon will leave fibers and \ldblquote breeding grounds\rdblquote  in the vagina)\'85
. Use tampons that are made from 100% cotton, and that are unbleached. Unfortunately, there are very, very few companies that make these safe tampons. They are usually only found in health food stores. \'85
\par \tab WHAT TO DO NOW: Tell people. Everyone. Inform them. We are being manipulated by this industry and the government, let\rquote s do something about it!}{\cs17\i\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super 
\chftn }{ Barbara Mikkelson, }{\i Asbestos in Tampons}{ (visited Jan. 8, 2000) }{\field{\*\fldinst { HYPERLINK "http://www.snopes.com/toxins/ tampon.htm" }{{\*\datafield 
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5200000068007400740070003a002f002f007700770077002e0073006e006f007000650073002e0063006f006d002f0074006f00780069006e0073002f002000740061006d0070006f006e002e00680074006d000000}}}{\fldrslt {\cs18\ul\cf2 http://www.snopes.com/toxins/ tampon.htm}}}{
 (reprinting and then debunking the \ldblquote toxic tampon\rdblquote  e-mail).}}}{\i 
\par 
\par 
\par }\pard\plain \s2\keepn\widctlpar\outlinelevel1\adjustright \b\i\cgrid {Fwd:\tab Carcinogenic Shampoo
\par }\pard\plain \widctlpar\adjustright \cgrid {\i 
\par }\pard \fi720\widctlpar\adjustright {\i Check the ingredients listed on your shampoo bottle, and see if they have this substance by the name of Sodium Laureth Sulfate, or simply SLS [sic].}{\cs17\i\super \chftn {\footnote \pard\plain 
\s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\cs17\super \chftn }{ The e-mail refers to sodium }{\i laureth}{ sulfate (SLES), but the rumor also encompasses sodium }{\i lauryl }{
sulfate (SLS), another detergent commonly used on cosmetics. For the sake of convenience, I use the abbreviation SLS to refer to both compunds. }{\i See}{ American Cancer Society, }{\i Sodium Lauryl Sulfate}{
 (visited Jan. 10, 2000) http://www2.cancer.org/zine/dsp_StoryIndex.cfm?fn=004_09231998_0.}}}{\i 
 This substance is found in most shampoos, and manufacturers use it because it produces a lot of foam and it is cheap. BUT the fact is that SLS is used to scrub garage floors, and it is very strong. It is also proven t
hat it can cause cancer in the long run. \'85
\par }\pard \widctlpar\adjustright {\i \tab By the way, Colgate toothpaste also contains the same substance to produce the \ldblquote bubbles.\rdblquote  \'85
Research has shown that in the 1980s, the chances of getting cancer is 1 out of 3, which is very serious. 
\par \tab So I hope you will take this seriously and pass this on to all the people you know, and hopefully, we can stop giving ourselves the cancer virus.
\par \tab Check your bottles and toothpaste!}{\cs17\i\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Shampoo-poo}{ (visited Jan. 8, 2000) }{\field{\*\fldinst {
 HYPERLINK http://www.snopes.com/toxins/shampoo.htm }{{\*\datafield 
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5200000068007400740070003a002f002f007700770077002e0073006e006f007000650073002e0063006f006d002f0074006f00780069006e0073002f007300680061006d0070006f006f002e00680074006d000000}}}{\fldrslt {\cs18\ul\cf2 http://www.snopes.com/toxins/shampoo.htm}}}{
 (reprinting and debunking the myth of carcinogenic shampoo ingredients).}}}{\i 
\par 
\par }\pard\plain \s2\keepn\widctlpar\outlinelevel1\adjustright \b\i\cgrid {Fwd:\tab Procter & Gamble worships the devil
\par }\pard\plain \widctlpar\adjustright \cgrid {\i 
\par \tab The president of Proctor [sic] and Gamble 
appeared on the Phil Donahue show on March 1, 1994. He announced that due to the openness of our society, he was coming out of the closet about his association with the church of Satan. He states that a large portion of the profits from Procter and Gamble
 products goes to support the Satanic Church. When asked by Donahue if stating this on television would hurt his business, he replied, \ldblquote There are not enough Christians in the United States to make a difference.\rdblquote 
\par \tab Below is a list of Proctor and Gamble products:
\par \tab \'85
\par \tab Right-minded people should not purchase any of these products. They will be contributing to the support of the Church of Satan. Inform other people about this please! STOP buying Proctor and Gamble products, and lets [sic] show the president of P&G
 that there ARE enough decent people to make a difference. I urge you to make copies of this notice and pass it on to as many people as you can. We need to stand up and be counted, especially on a matter such as this. Forward this to as many people as you
 can!!!!!!!!\'85
\par \tab **GOD BLESS**}{\cs17\i\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i CMI un-related, but entertaining nonetheless}{
 (visited January 8, 2000) http://www.q7.com/ %7Edarrell/archive/cmi/199700/msg00429.html.}}}{
\par 
\par }\pard \sl480\slmult1\widctlpar\adjustright {\tab 
These e-mails are samples of rumors that are forwarded endlessly around the Internet or posted on web sites, threaded discussions, or electronic bulletin boards. Though superficially amusing, these Internet hoaxes lead to con
sumer confusion and pose a potentially serious problem to the manufacturers of the targeted product or the maligned company. With the expansion of the Internet and electronic commerce, the increasing use of such hoaxes to defraud consumers or harm competi
t
ors creates pressure on both private industry and public regulators to develop strategies that effectively redress this novel twist on an age-old problem. Government regulators and private companies already possess the tools to combat these rumors, but an
 effective quelling of Internet hoaxes will require a reassessment of enforcement priorities and techniques.
\par \tab This paper begins with a brief overview of the psychology of rumor and a discussion of the impact of Internet technology on the dissemination of ru
mors. Part II examines the three consumer rumors presented above as case studies illustrating the problem of Internet hoaxes and attempts by governmental and private actors to halt the circulation of false information about a product or company. Part III 
discusses whether the traditional enforcement tools used by the FDA and FTC are adequate and appropriate to address consumer rumors, as well as reviewing the options available to private companies adversely impacted by such a rumor. 
\par I.\tab Rumor and the Internet
\par }\pard \li720\sl480\slmult1\widctlpar\adjustright {To some extent, the definition of what constitutes a rumor can be as nebulous as 
\par }\pard \sl480\slmult1\widctlpar\adjustright {the substance of the rumor itself. Folklorists and sociologists are conflicted on the distinction between contemporary legend}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {
\cs17\super \chftn }{ \ldblquote Contemporary legend\rdblquote  is the preferred term for stories commonly called \ldblquote urban legends\rdblquote \emdash a logical use of terminology, since
 such stories are just as likely to be set in the suburbs or rural areas as in cities. A  contemporary legend is defined as \ldblquote a narrative account set in the recent past and containing traditional motifs that is told as true.\rdblquote  }{\scaps 
Patricia A. Turner, I Heard it Through the Grapevine: Rumor in African-American Culture}{ 4 (1993).}}}{ and rumor.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ }{\scaps 
Gary Alan Fine, Manufacturing Tales: Sex and Money in Contemporary Legends}{ 2 (1992). For academics, the distinction has some teeth\emdash folklorists study contemporary legends, while rumors fall under the purview of social scientists. }{\i See}{ }{
\scaps Turner}{, }{\i supra}{ note 6, at 4. }}}{ Under a common-sense division, narratives that are directed against specific individuals or institutions are more appropriately analyzed as rumors.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ Paul Smith, }{\i On the Receiving End: When Legend Becomes Rumour, in}{ }{\scaps Perspectives on Contemporary Legend}{ 197, 197 (Paul Smith, ed., 1984).}}}{ This paper is focused on 
\ldblquote consumer rumors,\rdblquote  which I define as rumors centered around a specific product or company with an intended purpose of altering consumers\rquote  purchasing habits.
\par \tab Rumors present a compelling, albeit distorted, representation of deeply held human anxieties. Rumors do not exist in a vacuum\emdash \ldblquote [t]hey are told because they express in a succinct and entertaining form what narrato
rs wish to present as a truth about contemporary life and behavior.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ Georgina Boyes, }{\i Belief and Disbeli
ef: An Examination of Reactions to the Presentation of Rumour Legends, in }{\scaps Perspectives on Contemporary Legend, }{\i supra}{ note 6, at 64.}}}{
 Contemporary legends and rumors address a myriad of topics, ranging from alligators in city sewers to homicidal maniacs with hooks instead of hands to overpriced cookies recipes.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright 
\fs20\cgrid {\cs17\super \chftn }{ For a full menu of contemporary legends and rumors, }{\i see}{ the Urban Legends web site at http://www.snopes.com.}}}{ Due to
 their relevance to everyday life, rumors centered on food safety, consumer products, and public health\emdash all areas potentially under the FDA\rquote s jurisdiction\emdash are an extremely common subset of rumors.
\par \tab Rumors addressing contaminated or adulterated food have a venerable history and remain potent today, due to the centrality of eating to human existence.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super 
\chftn }{ For a general history of food-related rumors, }{\i see}{ }{\scaps Fine}{, }{\i supra}{ note 7, at 125.}}}{
 Fast food rumors are especially common, a likely side effect of the replacement of the home-cooked meal with more convenient but less healthy alternatives.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super 
\chftn }{ A recent, high-tech twist on the oft-circulated \ldblquote Kentucky Fried Rat\rdblquote  rumor claims that a University of New Hampshire study has revealed that KFC uses featherless, beakless, and nearly bon
eless genetically altered organisms in its products. Government regulators (presumably the FDA, acting under its authority to regulate food labeling) have purportedly barred the company from marketing these organisms as \ldblquote chicken,\rdblquote 
 causing the fast-food chain to change its name from Kentucky Fried Chicken to KFC. }{\i See}{ Karen Hsu, }{\i Chicken Hoax Takes Flight}{, }{\scaps Boston Globe}{, Jan. 11, 2000, at B1; }{\i see also}{ }{\i Kentucky Fried Chicken Hoax }{
(visited Jan. 17, 2000) }{\field{\*\fldinst { HYPERLINK http://www.unh.edu/BoilerPlate/kfc.html }{{\*\datafield 
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 (the official University of New Hampshire web site debunking the rumor and disclaiming the existence of any study at the university). As of January 17, 2000, the site had logged more than 20,000 visitors. }}}{ Sto
ries centered on common household products reflect not only the importance of those products to the ordinary consumer, but also that consumer\rquote s mistrust of the large corporations that manufacture the majority of those goods. The subjects of 
\ldblquote mercantile legends\rdblquote  are invariably companies that produce consumer goods rather than raw materials or goods for industrial consumption.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super 
\chftn }{ \ldblquote Most of the targets [of rumors] are corporations that directly deal with consumers\emdash often producers of foods or household products.\rdblquote  }{\scaps Fine}{, }{\i supra}{ note 7, at 176.}}}{
 Procter & Gamble, the dominant American producer of household products, is therefore the \ldblquote logical target\rdblquote  of a variety of rumors.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{
 }{\i Id.}{ at 146-147. In addition to the Satanism rumors, specific Procter & Gamble products have been the subject of rumor campaigns. For example, one story claims that P&G pot scrubbers contain Agent Orange\emdash in fact, P&G does not manufacture }{
\i any}{ pot scrubbers. }{\i See}{ }{\i Scrubbin\rquote  Troubles}{ (visited Jan. 8, 2000) http://www.snopes.com/toxins/scrub.htm.}}}{ Public health rumors most often focus on AIDS or cancer, the most-feared diseases in contemporary American society.}{
\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ Both AIDS and can
cer rumors generally focus on fears related to the transmission of these diseases. The Centers for Disease Control and Prevention (CDC), in response to Internet rumors that HIV was being deliberately spread through infected needles planted in movie theatr
e seats and phone booth coin return slots, posted a notice to allay public fears on their web site. }{\i See}{ }{\i CDC Update: Are these stories true?}{ (visited Jan. 4, 2000) }{\field{\*\fldinst {
 HYPERLINK http://www.cdc.gov/nchstp/hiv_aids/pubs/faq/faq5a.htm }{{\*\datafield 
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002e00680074006d000000}}}{\fldrslt {\cs18\ul\cf2 http://www.cdc.gov/nchstp/hiv_aids/pubs/faq/faq5a.htm}}}{
. Cancer rumors generally focus on allegedly carcinogenic products. One example is the unsupported fear of sodium lauryl sulfate, a common cosmetic ingredient. Another recent Internet hoax claims that anti-perspirants are the le
ading cause of breast cancer. }{\i See}{ }{\i Breast Defense}{ (visited Jan. 8, 2000) }{\field{\*\fldinst { HYPERLINK http://www.snopes.com/toxins/breast.htm }{{\*\datafield 
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 (an Urban Legends web site debunking the runor); }{\i see}{ }{\i also}{ }{\i Natural Wellness: Deodor-lyte}{ (visited Jan. 8, 2000) }{\field{\*\fldinst { HYPERLINK http://www.naturalwellness.org/deodorlyte.htm }{{\*\datafield 
00d0c9ea79f9bace118c8200aa004ba90b02000000170000002e00000068007400740070003a002f002f007700770077002e006e00610074007500720061006c00770065006c006c006e006500730073002e006f00720067002f00640065006f0064006f0072006c007900740065002e00680074006d000000e0c9ea79f9ba
ce118c8200aa004ba90b5c00000068007400740070003a002f002f007700770077002e006e00610074007500720061006c00770065006c006c006e006500730073002e006f00720067002f00640065006f0064006f0072006c007900740065002e00680074006d000000}}}{\fldrslt {\cs18\ul\cf2 
http://www.naturalwellness.org/deodorlyte.htm}}}{. The Deodor-lyte web site poses the following questions to consumers: \ldblquote Did you know that if you develop breast cancer it probably will occur near an area closest to your underarm? Scientists can
\rquote t say for sure yet that deodorants cause breast cancer, but doesn\rquote t this make you wonder?\rdblquote  The site urges consumers to \ldblquote stop using these large commercial deodorants\rdblquote  and switch to Deodor-lyte instead.  }}}{

\par \tab The transmission of information through rumor manifests a basic mistrust of official sources. Patricia Turner, a well-known folklorist, explains this sometimes misplaced faith in rumors, especially Internet hoaxes: \ldblquote 
We trust technology more than the government. The Internet seems to be a sophisticated purveyor of information, so we think, \lquote If it comes through expensive hardware, it must be so.\rquote \rdblquote }{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ Patti Hartigan, }{\i Unfounded Rumors can Prove Indestructible in Cyberspace,}{ }{\scaps Boston Globe}{\i , }{April 9, 1999, at A1.}}}{
 A related source of this mistrust is the tendency for rumors\emdash and the threat they articulate\emdash to have a particular resonance among certain subcultures in society.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright 
\fs20\cgrid {\cs17\super \chftn }{ For example, Patricia Turner has focused on rumor culture among African-Americans. }{\i See generally}{ }{\scaps I Heard it Through the Grapevine: Rumor in African-American Culture, }{\i supra}{
 note 6. Social psychologist Fredrick Koenig, a professor at Tulane University, has noted a similar phenomenon. \ldblquote [I]solated or less popular members of groups are often motivated to transmit attention-getting stori
es, and...religious fundamentalists are major repeaters of rumors.\rdblquote  Jay Workman, }{\i Experts Say Bad Times Stir Rumors}{, at 1B, }{\i available in}{ 1987 WL 5025935.}}}{ \ldblquote 
Until the threat which the subculture perceives to be inherent in wider culture ceases to be a motive, narratives which articulate and validate the threat will be believed and communicated without question.\rdblquote }{\cs17\super \chftn {\footnote 
\pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ Boyes, }{\i supra}{ note 9, at 76.}}}{ Due to their existence outside the mainstream, these marginalized subgroups are unlikely to believe the logical refutations of a rumor b
y the majority of society.  
\par \tab Individuals spread rumors for a variety of reasons: because they find a story humorous, because they believe the rumor is true and want to be a good samaritan, because passing along information fosters a sense of self-importan
ce. A person on the receiving end of a rumor may feel social pressure to reciprocate, either by spreading the rumor to additional people or by sharing a different rumor with the original narrator. \ldblquote 
Transmitting a contemporary legend can be a ritual of solidarity, and contributes to the establishment of the relationship\'85
.If knowledge or belief is power, than such communication provides power and reflects the consensus within the community. If one person narrates, the other is under pressure to do the same.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\scaps Fine}{, }{\i supra}{ note 7, at 24. }{\i See also}{ Hartigan, }{\i supra}{ note 16, at A1. \ldblquote [T
]hese stories can stroke egos; people who pass them on to friends and colleagues often feel as if they are doing a good deed.\rdblquote }}}{ 
\par \tab 
The spread of rumors has been historically difficult to combat, a difficulty that is multiplied by the ease with which stories can be transmitted over the Internet. The development of commercial web browsers like Netscape and Microsoft Explorer has perm
itted a tremendous expansion in Internet usage, particularly of the World Wide Web. The Internet had 147 million users in 1998, a number projected to increase to 320 million by the end of this year.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ Peter C. McMahon, }{\i Securities Law and the Internet: Enforcement Issues,}{ }{\scaps Practicing Law Institute}{, June-July 1999 at 270, }{\i available at}{ WL 1127 PLI/Corp 265.}}}{
 Internet technology is particularly well-suited to the spread of rumors and contemporary legends. \ldblquote As more and more people are relying on the Internet for information and communication, the old-fashioned urban legend\emdash 
once passed from neighbor to neighbor by word of mouth\emdash has proliferated in cyberspace.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ Hartigan, }{\i supra}{ note 16, at A1.}}}{ 

\par }\pard \fi720\sl480\slmult1\widctlpar\adjustright {Inter
net rumors circulate by two primary methods: via forwarded e-mails passed along from person to person or on web sites or electronic bulletin boards accessed by individuals seeking information on a specific topic. E-mails forwarded by well-meaning friends 
or relatives are a common way of being exposed to an Internet hoax.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{
 In 1999, I received forwarded e-mails from friends relating to both the use of sodium lauryl sulfate in shampoo and the contamination of tampons with asbestos and dioxin.}}}{ The Nerdherd web site criticizes this practice: 
\par }\pard \fi720\li720\sl480\slmult1\widctlpar\adjustright {Since it is very easy to help someone when you don\rquote t have to sacrifice anything, and it takes only a bit of time to spam everyone in your a
ddress book, it is easy to mindlessly forward these chains, and with more people joining the Internet every day, there\rquote s [sic] endless new patsies to fall for the hoax and forward it to their friends, too, possibly even back to you!}{\cs17\super 
\chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Chain mail}{ (visited Jan. 8, 2000) http://www.nerdherd.com.hoaxes/chainmail.html.}}}{
\par }\pard \sl480\slmult1\widctlpar\adjustright {
\par \tab As annoying as forwa
rded e-mails may be, they are easily identifiable as rumors and can be evaluated as such by recipients. The use of web sites or electronic bulletin boards to spread rumors is more problematic, because these methods of transmission closely resemble legitim
ate information sources. A person who received an e-mail claiming sodium lauryl sulfate, an ingredient commonly found in shampoo and other cosmetic products, is a carcinogen, might try to verify the truth of that statement by entering the term \ldblquote 
sodium lauryl sulfate\rdblquote 
 into an Internet search engine. The results of that search would range from legitimate web sites published by the American Cancer Society discrediting the rumor to more questionable web sites validating the story and promoting natural health pro
ducts that do not contain sodium lauryl sulfate.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{
 I ran this search on January 8, 2000 as part of my research for my paper. The results were decidedly mixed, ranging from web sites sponsored by the American Cancer Society, Ask Dr. Weil, and the Canadian Health Protection Branch (Canada\rquote 
s counterpart to the FDA) debunking the rumor to web sites sponsored by Neways, Young Living Essential Oils, and Cancer in the Bathroom implicitly confirming the rumor and offering sodium lauryl sulfate-free products. For specific citations, }{\i see}{
 the section on SLS, }{\i infra}{.}}}{ 
\par }\pard \fi720\sl480\slmult1\widctlpar\adjustright {Similarly mixed results can occur for any Internet search, due to the self-regulated nature of the medium and the commercial nature of search engines.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Cf}{. Susan Okie, }{\i FTC \lquote Teaser Site\rquote  Warns Against Web Quackery,\rdblquote }{ }{\scaps Newark Star-Ledger}{, Aug. 10, 1999, at 4, }{\i available at}{
 1999 WL 2998743 (noting that a web search for \ldblquote arthritis cure\rdblquote  produces a list of more than 10,000 web sites, some providing reliable and useful healthcare information and others operated by scam artists promoting miracle cures). }}}{
 No outside entity rates web sites on the basis of reliability and accuracy, and the order in which web sites appear is often commercially determined by a fee paid to the operator of a particular search engine. \ldblquote 
The first ten hits you get on any search...have been paid for and [placement] is determined by how much they paid.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn }{
 George Lundberg, M.D., remarks at FDA symposium on }{\i FDA and the Internet: Advertising and Promotion of Medical Products, Discussion Group 4 (Web site Links)}{ (Oct. 17, 1996) (transcript available at }{\field{\*\fldinst {
 HYPERLINK http://www.fda.gov/opacom/morechoices/transcript1096/fdainet7.html }{{\*\datafield 
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3000390036002f0066006400610069006e006500740037002e00680074006d006c000000e0c9ea79f9bace118c8200aa004ba90b8600000068007400740070003a002f002f007700770077002e006600640061002e0067006f0076002f006f007000610063006f006d002f006d006f0072006500630068006f006900630065
0073002f007400720061006e0073006300720069007000740031003000390036002f0066006400610069006e006500740037002e00680074006d006c000000}}}{\fldrslt {\cs18\ul\cf2 http://www.fda.gov/opacom/morechoices/transcript1096/fdainet7.html}}}{ at *18).}}}{
 Consumers are increasingly reliant on the Internet as a source of health information\emdash last year, more than 22 million Americans used the Internet to seek medical information.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright 
\fs20\cgrid {\cs17\super \chftn }{ Okie, }{\i supra}{ note 25 at 4. Health concerns are the sixth most common reason people utilize the Internet, and the number of people seeking health information over the Internet is increasing by 70% a year. }{\i Id.}{
 Another report claims that 43% of adult Internet users are seeking health or medical information. }{\i See}{ Kristen Green, }{\i Marketing Health Care Products on the Internet: A Proposal for Updated Federal Regulations}{, 24 }{\scaps Am. J. L. & Med.}{
 365, 370 (1998).}{\i  }}}{ The ready availability of false or misleading health-related web sites\emdash undifferentiated from legitimate health information\emdash represents a legitimate cause for concern.
\par The dual methods of Internet transmission\emdash rumors forwarded by e-mail and \ldblquote verified\rdblquote  by or sometimes originating from dubious web sites\emdash are self-reinforcing and extremely difficult to counteract. \ldblquote 
The ease of transmission makes it nearly impossible to kill an Internet rumor, no matter how outrageous, defamatory, or potentially damaging.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar\adjustright \fs20\cgrid {\cs17\super \chftn 
}{ Hartigan, }{\i supra}{ note 16, at A1.}}}{ The following case studies illustrate the operation of Internet hoaxes, their potential for consumer exploitation, and the difficulty faced by public and private actors in counteracting such rumors.
\par {\pntext\pard\plain\cgrid \hich\af0\dbch\af0\loch\f0 II.\tab}}\pard \fi-720\li720\sl480\slmult1\widctlpar\jclisttab\tx720{\*\pn \pnlvlbody\ilvl0\ls2\pnrnot0\pnucrm\pnstart2\pnindent720\pnhang{\pntxta .}}\ls2\adjustright {Rumor in Action: Three Examples

\par }\pard \li720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {The three Internet hoaxes cited below share several commonalities: each was 
\par }\pard \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {widely circulate
d on the Internet during the last two years, each poses a potential threat of creating consumer confusion and harming the targeted product or producer, and each is commercially motivated. Professional folklorists and sociologists are generally skeptical o
f claims that rumors are originated or spread by competitors to cause deliberate economic harm,}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ 
}{\scaps Fine}{, }{\i supra}{ note 7, at 143-144 (\ldblquote I do not accept the unproven claim that these tales are usually tools of corporate espionage or conscious manipulations of public opinion by disgruntled consumers or employees.\rdblquote ); }{
\i see also}{ }{\scaps Turner}{, }{\i supra}{ note 6, at 165-166.}}}{ but all three of the hoaxes discussed below can be plausibly linked to a corporate rival.
\par \tab One important difference separates the rumors. Two are directed at pr
oducts (shampoo and tampons) manufactured by a variety of companies, while one targets a specific corporation. This distinction is crucial, both in terms of available remedies and the incentive to pursue those remedies. 
\par }\pard\plain \s3\li720\sl480\slmult1\keepn\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\outlinelevel2\adjustright \b\cgrid {Toxic Tampons
\par }\pard\plain \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \cgrid {\tab This e-mail, contain
ing one utterly implausible claim (that tampons contain asbestos) and one exaggerated and misleading claim (the risk posed by dioxin), began circulating the Internet during the 1998.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See Asbestos in Tampons}{, }{\i supra}{ note 3.}}}{ The rumor peaked in early December 1998, when the FDA Center for Women\rquote s
 Health was inundated with concerned phone calls from women who had received the e-mail.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ }{\i 
\ldblquote Toxic Tampon\rdblquote  Internet Hoax Plagues FDA}{,\rdblquote  }{\scaps Nonwovens Industry}{, Jan. 1, 1999, }{\i available at}{
 1999 WL 13829370. During the same period, Procter & Gamble, the manufacturer of Tampax, was receiving up to 550 queries per month from women who had received or heard about the e-mail. }{\i See}{ Michael Fumento, }{\i 
Tampon Terrorism: New Technique in Marketing: Using the Web to Spread Lies about Your Competition}{, Forbes, May 17, 1999, at 170.}}}{
 Despite the recent pedigree of this particular hoax, rumors involving feminine hygiene products have a relatively long history and are considered a feminist subset of folklore.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ }{\scaps Fine}{, }{\i supra}{ note 7, at 9.}}}{
 While rumors about the safety of tampons are by no means novel, the recent hoax added a novel marketing ploy to hackneyed fears about product safety.
\par \tab The rumor apparently originated from the web site of Bio Business International, the marketing firm for the \ldblquote 100% cotton, non-chlorine bleached tampons\rdblquote  marketed by Terra Femme.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ Fumento, }{\i supra}{ no
te 31, at 170. Peter Mayberry, the director of government affairs for INDA (Association of the Nonwoven Fabric Industry), a trade association whose members include the major tampon manufacturers, declined to name the suspected perpetrator of the hoax, but
 described it as \ldblquote a marketing ploy done very cleverly by the manufacturer of a competing product in a way\emdash anonymous postings, chain letters\emdash that very little recourse could be taken.\rdblquote  Telephone interview (Jan. 27, 2000).}}
}{ Not coincidentally, Terra Femme is one of the two \ldblquote manufacturers of a cotton alternative\rdblquote  mentioned in the e-mail. Consumers fearful of asbestos or dioxin in standard tam
pons can purchase their feminine hygiene products from Terra Femme, at the premium price of $5.49 for a box of twenty (roughly two dollars more than Tampax, Kotex, and other industry leaders).}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Supra }{note 31 at 170.  INDA contacted the FDA about the rumor in October 1998. Telephone interview with Peter Mayberry (Jan. 27, 2000).}}}{
 Unfortunately, the best available evidence indicates that women are getting no additional value for their money.
\par \tab No evidence supports the claim that tampons are adulterated with the addition of asbestos. The FDA, which regulates tampons as medical devices,}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ 21 U.S.C.A. \'a7 321(h).}}}{ dismisses this claim on its official web site: \ldblquote Before any 
tampon is marketed in the U.S., FDA reviews its design and materials. Asbestos is not an ingredient in any U.S. brand of tampon, nor is it associated with the fiber used in making tampons.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Center for Devices and Radiological Health, }{\i Tampons and Asbestos, Dioxin, & Toxic Shock Syndrome}{ (visited Jan. 4, 2000) }{\field{\*\fldinst {
 HYPERLINK http://www.fda.gov/cdrh/ocd/tamponsabs.html }{{\*\datafield 
00d0c9ea79f9bace118c8200aa004ba90b02000000170000002c00000068007400740070003a002f002f007700770077002e006600640061002e0067006f0076002f0063006400720068002f006f00630064002f00740061006d0070006f006e0073006100620073002e00680074006d006c000000e0c9ea79f9bace118c82
00aa004ba90b5800000068007400740070003a002f002f007700770077002e006600640061002e0067006f0076002f0063006400720068002f006f00630064002f00740061006d0070006f006e0073006100620073002e00680074006d006c000000}}}{\fldrslt {\cs18\ul\cf2 
http://www.fda.gov/cdrh/ocd/tamponsabs.html}}}{.  }}}{ The Urban Legends web site provides a common sense argument debunking the rumor: \ldblquote [Asbestos] has been banned in the United States. No, it\rquote 
s not being used in tampons. If the government won\rquote t let you put it in a wall, it won\rquote t let you put it in inside you either.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Supra}{ note 3.}}}{
\par \tab The dioxin claim is less far-fetched, but nonetheless m
isleading. Dioxins are a common environmental contaminant, and trace amounts can be found in virtually any product. To minimize the presence of dioxin, U.S. tampon manufacturers have adopted dioxin-free wood pulp purification and bleaching processes.}{
\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ }{\i Tampons and Asbestos, Dioxin, & Toxic Shock Syndrome}{, }{\i supra}{ note 36.}}}{ The 
FDA, which monitors dioxin levels as part of their oversight of tampon manufacturers, has concluded that: \ldblquote 
State-of-the-art testing of tampons and tampon materials that can detect even trace amounts of dioxin has shown that dioxin levels are at or below the detectable limit. No risk to health would be expected from these trace amounts.\rdblquote }{\cs17\super 
\chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Id.}}}{ More importantly, the pervasiveness of dioxin the environment means that even \ldblquote 
100% cotton, non-chlorine bleached tampons\rdblquote  are not dioxin-free.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{
 In tests conducted by Kimberly-Clark, a major U.S. manufacturer of tampons, Terra Femme tampons were found to be contaminated with \ldblquote mid-level\rdblquote  trace amounts of dioxin. }{\i See}{ Fumento, }{\i supra}{ note 31, at 170.}}}{
\par \tab Despite the implausibility of the claims, the \ldblquote toxic tampon\rdblquote 
 e-mail struck a chord with women. In addition to the volume of phone calls received by the FDA, tampon manufacturers received a large number of concerned queries and angry complaints from women who had received the e-mail
 or otherwise heard about the rumor.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See supra}{ note 31.}}}{
 Attempts also were made to organize a tampon boycott.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Brigette O\rquote Donoghue, }{\i 
Tampon boycott switches hands}{ (visited Jan. 20, 2000) }{\field{\*\fldinst { HYPERLINK http://lists.essential.org/1996/dioxin-l/msg00080.html }{{\*\datafield 
00d0c9ea79f9bace118c8200aa004ba90b02000000170000003700000068007400740070003a002f002f006c0069007300740073002e0065007300730065006e007400690061006c002e006f00720067002f0031003900390036002f00640069006f00780069006e002d006c002f006d007300670030003000300038003000
2e00680074006d006c000000e0c9ea79f9bace118c8200aa004ba90b6e00000068007400740070003a002f002f006c0069007300740073002e0065007300730065006e007400690061006c002e006f00720067002f0031003900390036002f00640069006f00780069006e002d006c002f006d007300670030003000300038
0030002e00680074006d006c000000}}}{\fldrslt {\cs18\ul\cf2 http://lists.essential.org/1996/dioxin-l/msg00080.html}}}{. This message, a posting on a threaded discussion about dioxin, notes that responsibility for organizing the \ldblquote playtex campaign
\rdblquote  has shifted to another individual, due to Ms. O\rquote Donoghue\rquote s fears of being sued. \ldblquote 
I was told that it was possible to be hit with a slappsuit [sic] for the campaigns, and since I was doing it as an individual rather than a group, I could potentially get myself and my family in trouble. I\rquote m not sure this is true\'85
but to play it safe I am only minimaly [sic] going to be involved.\rdblquote  Her concerns highlight the First Amendment implications of combatting rumor campaigns through legal action, rather than relying on counter-information alone.}}}{ The rumor
\rquote s economic impact, though difficult to quantify, was likely negligible,}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{
 The diversion of women from tampon brands commonly found in the local drugstore to brands like Terra Femme was likely tiny, due to the significantly higher cost and difficulty in acquiring the latter rpoduct (Terra Femme is only available in 
a handful of specialty stores, meaning that consumers who want that particular brand generally must order directly from the company and pay shipping and handling costs). }{\i See}{ Fumento, }{\i supra}{ note 31}{\i .}{
 While some women may have been motivated to switch from ta
mpons to pads because of the rumor, companies typically manufacture both products, minimizing the economic impact. Unfortunately, no statistics quantifying either the number of women motivated to change their buying patterns or the economic impact of that
 change on tampon manufacturers are available.}}}{ but the effect on consumer good will and corporate reputations was likely more significant.
\par \tab The response to the rumor, undertaken by FDA, INDA, and various tampon manufacturers, was an informational counterattack focused on discrediting the \ldblquote toxic tampon\rdblquote 
 message. In response to industry concerns, the FDA published an official denial of the rumor on its web site and in }{\i FDA Consumer}{ magazine.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ }{\i supra}{ note 34 (posted July 23, 1999); }{\i see also}{ }{\i Internet Rumors About Tampons Refuted}{, }{\scaps FDA Consumer}{, March 1, 1999, at 7, }{\i available at}{ 1999 WL 11281964.}}}{
 Correct information was also provided by the Center for Women\rquote s Health Hotline. Tampon manufacturers, acting on their own initiative, also took affirmative steps to combat the rumor. In addition to Kimberly-Clark\rquote 
s testing of Terra Femme tampons, they and Procter & Gamble created  web sites responding to the rumor that directed concerned consumers to the FDA\rquote s official web site.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See, e.g.}{ }{\i Misleading Rumors About Tampons}{ (visited Jan. 4, 2000) }{\field\fldedit{\*\fldinst {
 HYPERLINK http://bodymatters.com/questions/questions4.html }{{\*\datafield 
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e0c9ea79f9bace118c8200aa004ba90b6200000068007400740070003a002f002f0062006f00640079006d006100740074006500720073002e0063006f006d002f007100750065007300740069006f006e0073002f007100750065007300740069006f006e00730034002e00680074006d006c000000}}}{\fldrslt {
\cs18\ul\cf2 http://bodymatters.com/questions/ questions4.html}}}{. The web site, featuring frequently asked questions and responses from Elaine Plummer, a registered nurse and P&G spokesperson,
 answers questions about asbestos, dioxin, and other tampon concerns and refers visitors via hyperlink to the FDA web site debunking the rumor. }}}{ INDA, in an article addressing the hoax, took the further step of ur
ging recipients of the message to inform the sender of the facts and to contact INDA if they had information about the original source of the rumor.}{\cs17\super \chftn {\footnote \pard\plain \widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \cgrid {\cs17\fs20\super \chftn }{ }{\fs20 \ldblquote [I]f you receive an e-mail about asbestos in tampons, or see a posting on an electronic message board, note 
the address of the person who forwarded the message and let them know that the rumor is false. Or if you have information that can identify sources of false Internet messages about tampons, please forward it, via e-mail, to\'85\rdblquote  }{\i\fs20 Supra}
{\fs20  note 29.}}}{
\par }\pard \li720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright { Cooperation between the FDA and industry was sufficient to quell the rumor. In 
\par }\pard \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {mid-February 1999, the FD
A (acting on a tip from INDA), contacted the operators of a web site identified as one source of the rumor, resulting in the removal of the web site and publication of a retraction.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Peter Mayberry, }{\i FDA Proposes New Tampon Category}{, Nonwovens Industry, March 1, 1999, }{\i available at}{ 1999 WL 13829480.}}}{  
\par }\pard \li720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {\b Carcinogenic Shampoo
\par }{In the summer of 1998, an anonymous e-mail claiming that a common cosmetic 
\par }\pard \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {ingredient, sodium laureth sulfate (SLS), was a carcinogen began circulating the Internet. The Urban Legends web site dismisses the e-mail as \ldblquote 
[y]et another product scare in the form of an endlessly-forwarded anonymous e-mail message [that] hit the Internet in mid-1998.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright 
\fs20\cgrid {\cs17\super \chftn }{ }{\i Supra}{ note 4.}}}{ Despite that breezy description, the SLS e-mail actually represents a marketing ploy even more subtle than that undertaken by the perpetrators of the toxic tampon hoax.
\par \tab One variant of the e-mail lists several shampoos, including \ldblquote Vo5, Palmolive, Paul Mitchell, the new Hemp shampoo, etc.\rdblquote  that contain SLS and one shampoo\emdash Vidal Sassoon\emdash that does not.}{\cs17\super \chftn {\footnote 
\pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Id}{.}}}{ However, the maker of Vidal Sassoon, consumer products giant Procter & Gamble, has not been linked in any way to the
 dissemination of this hoax. Several monitors of Internet hoaxes have identified a handful of companies selling all-natural cosmetic products as the source of the rumor. \ldblquote 
In trying to track down the source of concern about SLS, I found repeated instances of unsubstantiated, alarmist claims coming mostly from the purveyors of natural shampoos.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Ask Dr. Weil: Is Shampoo Hazardous to Health? }{ (visited Jan. 10, 2000) http://www.pathfinder.com/ drweil/qa_answer/0,3189,1499,00.html. }{\i 
See also}{ }{\i Shampoo-poo}{, }{\i supra}{ note 4 (\ldblquote [S]ince the \lquote SLS is dangerous\rquote  message has been widely disseminated by sellers of \lquote alternative\rquote  or \lquote all natural\rquote  products who tout their wares don
\rquote t contain SLS, perhaps someone in the \lquote natural products\rquote  business deliberately created the message as a way of drumming up business.\rdblquote ).}}}{
 The producers of all-natural shampoos and cosmetic products who are the likely originators and intended beneficiaries of the hoax are not named in the e-mail message\emdash 
but their web sites confront any concerned consumer who goes to the Web and searches for more information on the safety of SLS.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {
\cs17\super \chftn }{ The }{\i Washington Post}{ describes the experience of a typical consumer. \ldblquote The bulk of what DeBenedittis found online was almost identically worded warnings in newsgroup messages and e-mails with headers like: \lquote 
SHAMPOO ALERT! MUST READ!\rquote  Hundreds of Web sites echoed the same alarm: \lquote Beware! Potential CANCER causing ingredients in your bathroom!\rdblquote  Don Oldenburg, }{\i Consummate Consumer: Rhetoric or Reality?}{, }{\scaps Wash. Post}{
., Oct. 21, 1998, at D6.}}}{ 
\par \tab Consumers trying to substantiate or disprove the truth of SLS claims through their own Internet research will need to wade through a significant amount of misleading chaff to find accurate information on the safety of SLS. \ldblquote 
[T]he majority of URLs returned in a standard Web search on the keywords \lquote sodium laureth sulfate\rquote  all point to versions of the same propaganda\'85Interestingly, all these Web sites are maintained by \lquote independent distributors\rquote 
 for various multi-level marketing companies hawking natural personal care products.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Am
erican Cancer Society,}{\i  Debunking the Myth}{ (visited Jan. 10, 2000) }{\field\fldedit{\*\fldinst { HYPERLINK http://www2.cancer\'85/dsp_StoryIndex.cfm?sc=004&fn=004_09231998_1&CFID=1261330&CFTOKEN=8321326 }{{\*\datafield 
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3000300034005f00300039003200330031003900390038005f003100260043004600490044003d00310032003600310033003300300026004300460054004f004b0045004e003d0038003300320031003300320036000000e0c9ea79f9bace118c8200aa004ba90bba00000068007400740070003a002f002f007700770077
0032002e00630061006e0063006500720026202f006400730070005f00530074006f007200790049006e006400650078002e00630066006d003f00730063003d00300030003400260066006e003d003000300034005f00300039003200330031003900390038005f003100260043004600490044003d003100320036003100
33003300300026004300460054004f004b0045004e003d0038003300320031003300320036000000}}}{\fldrslt {\cs18\ul\cf2 http://www2.cancer\'85/ dsp_StoryIndex.cfm?sc=004&fn=004_09231998_1&CFID=1261330&CFTOKEN=8321326}}}{ (quoting David Emery).}}}{
 Examples include web sites maintained by Young Living Essential Oils (\ldblquote All Young Living products are free from questionable synthetic ingredients such as sodium lauryl sulfate);}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\field{\*\fldinst { HYPERLINK http://www.herbalplant.com/index.html }{{\*\datafield 
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\ldblquote Avoid these }{\ul HARMFUL INGREDIENTS}{, commonly found in personal care products\rdblquote );}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }
{\field\fldedit{\*\fldinst { HYPERLINK http://www.indneways.com/harmfulingred.htm }{{\*\datafield 
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004ba90b5600000068007400740070003a002f002f007700770077002e0069006e0064006e00650077006100790073002e0063006f006d002f006800610072006d00660075006c0069006e0067007200650064002e00680074006d000000}}}{\fldrslt {\cs18\ul\cf2 http://www.indneways.com/avoiding.htm}}}
{ (visited Jan. 4, 2000).}}}{ and an individual named Randy warning of \ldblquote Cancer in the Bathroom\rdblquote  (\ldblquote The greatest concern of many scientists today is centered around Sodium Lauryl Sulfate (SLS)\'85
For more FREE information about harmful ingredients as well as SAFE PRODUCTS that you and your family can use, e-mail\'85).}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {
\cs17\super \chftn }{ }{\field{\*\fldinst { HYPERLINK http://www.shorejournal.com/9707/ras0713a.html }{{\*\datafield 
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f9bace118c8200aa004ba90b5e00000068007400740070003a002f002f007700770077002e00730068006f00720065006a006f00750072006e0061006c002e0063006f006d002f0039003700300037002f00720061007300300037003100330061002e00680074006d006c000000}}}{\fldrslt {\cs18\ul\cf2 
http://www.shorejournal.com/9707/ras0713a.html}}}{ (visited Jan. 8, 2000).}}}{
\par \tab In addition to helping shield the originators of the hoax from li
ability by avoiding a direct connection between the perpetrators of the false rumor and the sellers of the consequently attractive SLS-free product, potentially significant legal implications are attached to the methods in which consumers receive misleadi
n
g product information. A consumer who receives misleading information through his or her own initiative (i.e. conducting a web search) may be less protected than a consumer who is misled by information foisted upon him or her (in the form of an unwanted f
orwarded or spam e-mail).
\par \tab A second clever element of the SLS e-mail is that it disparages an ingredient and not a product. In targeting a common cosmetic ingredient, used by numerous producers in multiple products, the rumor creates a collective action pro
blem. Companies, particularly those whose products are not named in the e-mail, may not only lack sufficient incentive to rebut the rumor, but may also be reluctant to draw attention to the fact that their product contains an alleged carcinogen.}{
\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ For example, the Colgate web site contains no reference to the SLS rumor. }{\i See}{ }{\i Colgate-Palmolive}
{ (visited Jan. 28, 2000) http://www.colgate.com. }}}{ While laws protect the disparagement of specific products, no legal protection is afforded to the chemical ingredients that may be present in those products.}{\cs17\super \chftn {\footnote 
\pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ Michael Heylin, }{\i A Chemical Libel Law}{, }{\scaps Chemical & Engineering News}{
, Feb. 9, 1998 (noting that no equivalent to \ldblquote veggie libel laws\rdblquote  protects chemicals from disparagement).}}}{
\par \tab A third interesting feature is the exploitation of scientific uncertainty to shield rumormongers from lia
bility. The Neways web site deserves special mention for its adroit web construction. The first page of the web site is a legitimate news release detailing the dangers of diethanolamine (DEA), a cosmetic ingredient that poses a questionable but nonetheles
s scientifically arguable cancer risk.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i To Business, Medical and National Editors}{
 (visited Jan. 4, 2000) }{\cs17\super \chftn }{ }{\field\fldedit{\*\fldinst { HYPERLINK http://www.indneways.com/harmfulingred.htm }{{\*\datafield 
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004ba90b5600000068007400740070003a002f002f007700770077002e0069006e0064006e00650077006100790073002e0063006f006d002f006800610072006d00660075006c0069006e0067007200650064002e00680074006d000000}}}{\fldrslt {\cs18\ul\cf2 http://www.indneways.com/ avoiding.htm}
}}{. Dr. Weil notes the distinction between rumors about DEA, which are supported by at least one scientific study, and the absolutely unfounded rumors surrounding SLS. }{\i See}{ }{\i Ask Dr. Weil}{, }{\i supra}{
 note 50. Dr. Samuel Epstein, a frequent critic of DEA who is cited in the Neways press release, does not extend his criticism to SLS. \ldblquote I am unaware of any evidence that sodium lauryl sulfate is carcinogenic.\rdblquote  Oldenburg, }{\i supra}{
 note 51, at D6.}}}{ At the end of the press release, visitors to the web site may click on a hyperlink listing other harmful ingredients to avoid.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ The exact wording is found in the parenthetical text accompanying footnote 54.}}}{ The linked web site provides this description of SLS: 
\par }\pard \fi720\li720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {Potentially, SLS is perhaps the mo
st harmful ingredient in personal-care products. SLS is used in testing-labs as the standard skin irritant to compare the healing properties of other ingredients. Industrial uses of SLS include: garage floor cleaners, engine degreasers and car wash soaps.
 
Studies show its danger potential to be great, when used in personal care products. Research has shown that SLS and SLES may cause potentially carcinogenic nitrates and dioxins to form in the bottles of shampoos and cleansers by reacting with commonly use
d ingredients found in many products. Large amounts of nitrates may enter the blood system from just one shampooing.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super 
\chftn }{ }{\i Harmful Ingredients to Avoid Which May be Found in Your Personal Care Products}{ (visited Jan. 10, 2000) }{\field{\*\fldinst { HYPERLINK http://www.indneways.com/harmfulingred.htm }{{\*\datafield 
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http://www.indneways.com/harmfulingred.htm}}}{.}}}{
\par 
\par }\pard \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {\tab The Neways web site mixes some truth\emdash the use of SLS in high concentrations as an industrial cleaner\emdash with numerous qualifications and the 
implausible claim that the reaction of SLS with other cosmetic ingredients can cause cancer. Neways president Tom Mower draws a fine distinction between claiming SLS is itself is a carcinogen and that it can react with other compounds to pose a risk of ca
ncer. \ldblquote While neither [SLS or SLES] is carcinogenic, they both can react with compounds and form compounds that are carcinogenic.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ Oldenburg, }{\i supra}{ note 51, at D6.}}}{ Mower claims that Neways can support this contention with scientific evidence, but backs away from substantiating the Internet rumors. \ldblquote 
[The Internet warnings are] kind of like word of mouth and it gets jumbled up. It is probably a little too scientific for the Internet.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Id}{.}}}{
\par \tab No reliable source supports the contention that SLS is carcinogenic. The American Cancer Society, which describes SLS as a \ldblquote cosmetic detergent,\rdblquote  authoritatively denies that SLS is a cancer-causing agent. \ldblquote 
Contrary to popular rumors on the Internet, Sodium Lauryl Sulfate (SLS) and Sodium Laureth Sulfate (SLES) do not cause cancer\'85.A search of recognized medical journals yielded no published articles relating this substance to cancer in humans.\rdblquote 
}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Supra}{ note 52.}}}{
 The Canadian Health Protection Branch, the Canadian counterpart of the FDA, has issued an official statement on its web site discrediting the Internet rumor. \ldblquote [T]his }{\b e-mail warning is a hoax}{\'85
Health Canada has looked into the matter and has found no scientific evidence to suggest that SLS causes cancer.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {
\cs17\super \chftn }{ Health Canada, }{\i Sodium Laureth Sulphate (SLS) \endash  Internet Hoax}{ (visited Jan. 4, 2000) }{\field{\*\fldinst { HYPERLINK http://www.hc-sc.gc.ca/ehp/ehd/psb/cosmetics/sls.htm }{{\*\datafield 
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0074006d000000}}}{\fldrslt {\cs18\ul\cf2 http://www.hc-sc.gc.ca/ehp/ehd/psb/cosmetics/sls.htm}}}{
 (emphasis in original). One version of the SLS e-mail claims that originator of the e-mail is Michelle Hailey, an employee of the University of Pennsylvania Health System\rquote 
s Office of Legal Affairs. Health Canada contacted the organization and found that they had not authored the e-mail and did not endorse any link between SLS and cancer. }{\i Id}{.}}}{ Neway\rquote 
s claim that SLS can become carcinogenic through interaction with other cosmetic ingredients is equally discredited. John Bailey, director of the FDA\rquote s Office of Cosmetics and Colors, states, \ldblquote 
We cannot find anything that would indicate under conditions of use in cosmetics and over-the-counter drugs that the use of sodium lauryl sulfate is harmful as a cosmetic ingredient when the cosmetic is properly formulated.\rdblquote }{\cs17\super \chftn 
{\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Oldenburg, }{\i supra}{ note 51 at D6.}}}{
\par \tab The SLS e-mail possesses at least enough superficial plausibility to create consternation among consumers. In the second half of 1998, when the rumor was at its peak, the FDA received more than 100 inquiries from consumers.}{\cs17\super \chftn 
{\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Id}{.}}}{ More evidence of  consumer concern can be found in threaded discussions devoted to the subject\emdash 
a mix of e-mails seeking information, testifying to the truth of the rumor and promoting SLS-free products, or discrediting the idea of SLS as a carcinogen.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0
\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See, e.g.}{ }{\i Topic #56 \endash  Sodium Lauryl Sulfate}{ (visited Jan. 10, 2000) http://www.hairsite.com/ _disc56/00000001.htm.}}}{ One recurrent theme in the on-line discussion is the FDA
\rquote s role in regulating SLS, as well as a desire for the agency to play a role in addressing the rumors surrounding the ingredient. \ldblquote Looking over the NET, it looks like the \lquote NEWAY\rquote  compa
ny has come up [with] a brilliant idea to sell millions of dollars of theirs, and any other \lquote la natural\rquote  products to the accepting public\'85
Is there a scientist on board? Someone without a vested interest in these companies! How about the FDA, anyone home?\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {
\cs17\super \chftn }{ }{\i Id}{. (Message #16). }{\i See also}{ Message #1 (\ldblquote I would like to confirm a message I received over the Internet which states that SODIUM LAURETH SULFATE (SLS) causes cancer. If this 
is true, how come the FDA has not done anything about it yet?\rdblquote ); Message #23 (\ldblquote Do not get put out by every email you get warning you of something. The FDA is NOT that corrupt.\rdblquote ).}}}{
\par \tab 
The self-regulating nature of the cosmetics industry diminishes the incentive for the FDA to engage in a full-fledged battle against Internet rumors directed at cosmetic ingredients and products.  In contrast to its efforts in combating the toxic tampon 
hoax, the FDA played a relatively passive role in debunking the SLS rumor. The agency released no official statement denying that SLS was a carcinogen; in fact, the industry web site responding to the rumor points consumers to the Canadian Health Protecti
on Branch rather than the FDA.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ Cosmetic, Toiletry, and Fragrance Association, }{\i 
Internet-spread Rumors About Sodium Lauryl Sulfate (SLS) and Sodium Laureth Sulfate (SLES) are False and Unsubstantiated}{ (visited Jan. 4, 2000) http://www.cfta.org/cftapublic/Pr198-22.htm.}{\i  }}}{
 Cosmetics and cosmetic ingredients, while under the FDA\rquote s jurisdiction,}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ 21 U.S.C.A. \'a7
361-\'a7363.}}}{ are much less heavily regulated than medical devices such as tampons.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{
 U.S. Food and Drug Administration, }{\i Clearing Up Cosmetic Confusion}{ (visited Jan. 17, 2000) http://vm.cfsan.fda.gov/~dms/fdconfus.html.}}}{ Accordingly, the FDA has a less vested interest in defending cosmetic ingredients
 tested by the cosmetics industry than in defending tampons subject to FDA pre-market approval and inspection.
\par \tab Due to the self-regulated nature of the cosmetics industry and the collective action problem faced by the multiple producers of cosmetics contai
ning SLS, the burden of countering the SLS rumor has fallen largely on the Cosmetic, Toiletry, and Fragrance Association (CTFA), the umbrella group representing cosmetics producers. In addition to its response to the SLS rumor, CTFA has issued press relea
ses in the past year debunking rumors that antiperspirants are linked to breast cancer and that waterproof sunscreen can cause blindness.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright 
\fs20\cgrid {\cs17\super \chftn }{ A full list of press releases is available at }{\field{\*\fldinst { HYPERLINK http://www.cfta.org }{{\*\datafield 
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\cs18\ul\cf2 www.cfta.org}}}{.}}}{ CTFA\rquote s response statement to the SLS rumor points to a 1983 safety review conducted by the Cosmetic Ingredient Review 
(CIR) panel; however, the relationship between CTFA and CIR makes that result slightly less compelling than an FDA or independent clinical study.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ CTFA emphasizes the independent and unbiased nature of CIR\rquote s findings while acknowledging that the panel is funded by CTFA. }{\i See supra}{ note 69.}}}{  
\par }\pard\plain \s3\li720\sl480\slmult1\keepn\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\outlinelevel2\adjustright \b\cgrid {Satanic Conglomerates
\par }\pard\plain \li720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \cgrid {Unlike the tampon and shampoo rumors, which have very recent antecedents, the 
\par }\pard \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {rumor 
linking Procter & Gamble to the Church of Satan has been in circulation for more than twenty years. The current rumor blends two distinct stories: one claiming that Ray Kroc, the founder of McDonald\rquote 
s, admitted he was a Satanist during a 1977 appearance on the Phil Donahue Show and one claiming that Procter & Gamble\rquote s trademark (a moon and thirteen stars) indicated an affiliation of Reverend Sun Myung Moon\rquote s Unification Church.}{
\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ }{\scaps Fine}{, }{\i supra}{ note 7, at 178-179.}}}{
 The two rumors combined in 1981 to form a modern version of the Faustian legend that has bedeviled Procter & Gamble ever since.
\par \tab The Satanism story has enjoyed surprising longevity for a rumor with absolutely no factual foundation. Whereas Ray Kroc had actually appeared on the Donahue show, giving some minimal plausibility to the original rumor involving McDonald\rquote 
s, no Procter & Gamble executive has ever appeared on any talk show, let alone to discuss his or her devil worship.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super 
\chftn }{ Procter & Gamble has distributed letters from the producers of various talk shows\emdash Donahue, The Jenny Jones Show, and Sally (hosted by Sally Jesse Raphael)\emdash 
confirming that no representative from the company has ever made an appearance on their respective shows. }{\scaps Procter & Gamble, Procter & Gamble: Symbol of Quality}{ (1998).}}}{
 Durk I. Jager, the current president of Procter & Gamble, vehemently denies any affiliation with the Church of Satan on the company\rquote s website.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ Procter & Gamble, }{\i Comments from Our Chief Executive}{ (visited Jan. 8, 2000) }{\field\fldedit{\*\fldinst { HYPERLINK http://www.yourfuture.pg.com/rumor/ceo.html }{{\*\datafield 
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{\*\bkmkstart _Hlt473812141}{\*\bkmkend _Hlt473812141}rumor/ceo.html}}}{. }}}{ Procter & Gamble also makes available letters from various religious leaders attesting to the falsity of the rumor.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ }{\scaps Procter & Gamble: Symbol of Quality}{, }{\i supra}{ note 75}{\scaps  }{
(reprinting letters from Rev. Daniel E. Pilarczyk, the Archbishop of Cincinnati; Jerry Falwell, tele
vangelist and chancellor of Liberty University; Paige Patterson, president of the Southern Baptist Convention; the Rt. Rev. Herbert Thompson, Jr., the Episcopal Bishop of Souther Ohio, and Billy Graham).}}}{
 Nonetheless, the rumor continues to circulate, by methods that increasingly include e-mail.
\par }\pard \fi720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {The Satanism rumor has been spread over the Internet only during the past few years. The rumor crops up in cycles\emdash 
during 1995, it was being passed by church bulletins, Xeroxlore,}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ \ldblquote Xeroxlore\rdblquote 
 is a termed coined by folklorists to describe the spread of rumors through photocopies\emdash a medium that has been largely supplanted by the Internet. }{\i See}{ }{\scaps Fine}{, }{\i supra}{ note 7 at 13.}}}{
 faxes, and e-mail. A Procter & Gamble spokesperson noted college students were especially active in spreading the rumor via the Internet and that the company had complained to university officials about the misuse of campus computer networks.}{
\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ }{\i Procter & Gamble Rumor Resurfaces}{, }{\scaps Weekly Summary}{, March 31, 1995 at 1, }{\i 
reprinted in}{ }{\scaps Procter & Gamble: Symbol of Quality}{, }{\i supra}{ note 75.}}}{ The most recent litigation related to the rumor alleges that it was spread through Amway\rquote s voicemail network.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ }{\i Procter & Gamble v. Haugen}{, 947 F.Supp. 1551, 1553 (D.Utah 1996).}}}{
\par }\pard \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {\tab 
Procter & Gamble is convinced that Amway, a company that utilizes a multi-level distribution plan and door-to-door sales to sell the same types of consumer goods produced by Procter & Gamble, is the driving force behind the rumor. \ldblquote P&G alleges
 that since the early 1980s Amway and its distributors have circulated false statements that P&G is associated with Satanism and that profits from the sale of P&G products are contributed to the \lquote Church of Satan.\rquote \rdblquote }{\cs17\super 
\chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Procter & Gamble v. Amway Corporation}{, 1999 WL 1116836 at *1 (S.D.Tex.).}}}{
 Procter & Gamble has sued Amway or its distributors over the Satanism rumor in 1982, 1983, 1986, 1990, 1995, and 1999, with the dates of the lawsuits roughly tracking the cycles of the rumor.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Id}{. at *5.}}}{ While both of Procter & Gamble\rquote s 1999 lawsuits against Amway were dismissed,}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See P&G Lawsuit Dismissed}{ (visited Jan. 10, 2000) }{\field{\*\fldinst { HYPERLINK http://www.desnews.com/cgi-bin/libstory_reg?dn99&9905170483 }
{{\*\datafield 
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003f0064006e0039003900260039003900300035003100370030003400380033000000}}}{\fldrslt {\cs18\ul\cf2 http://www.desnews.com/cgi-bin/libstory_reg?dn99&9905170483}}}{. Procter & Gamble\rquote 
s claims are discussed in detail in the section discussing private remedies, }{\i infra}{.}}}{ the earlier cases resulted in favorable settlements.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ For example, a federal court in Tope
ka, Kansas ordered two Amway distributors to pay Procter & Gamble $75,000 and permanently enjoined the couple from publishing or distributing any false statements linking the company to Satanism. }{\i See}{ Robert A. Cronkleton, }{\i 
Couple Must Pay for Rumors About Procter & Gamble}{, }{\scaps Kansas City Star}{, March 29, 1999, at A12, }{\i available at}{ 1991 WL 3763799.}}}{ }{\b 
\par }\pard \fi720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {
The Satanism rumor, because it is directed at a specific company and not a product, is outside the purview of state or federal regulators. Only private remedies are available in this case, but Procter & Gamble\emdash unlike the multi
ple companies impacted by the product rumors\emdash 
has clear impetus to take action. In addition to filing multiple lawsuits against Amway representatives and other individuals engaged in spreading the rumor, the company has also embarked on an extensive public 
relations campaign to reassure consumers. A section of the company\rquote s website is devoted to debunking the rumor, Procter & Gamble has established a hotline for concerned consumers, and an informational packet is available on request.}{\cs17\super 
\chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See supra}{ notes 75 and 76.}}}{ This extensive corpora
te outreach is necessitated by the volume of consumer inquiries\emdash the company has received more than 200,000 inquiries about its purported link to Satan.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0
\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ David Emery, }{\i Sympathy for the Devil}{ (visited Jan. 8, 2000) }{\field{\*\fldinst { HYPERLINK http://urbanlegends.about.com/culture/urban }{{\*\datafield 
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.about.com/culture/urban}}}{ legends/library/weekly/aa080497.htm. }}}{ The economic impact of the rumor\emdash and its accompanying exhortation to boycott Procter & Gamble products\emdash is difficult to assess,}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Estimates range from zero economic harm to a significant global impact. }{\i Compare}{ }{\scaps Fine}{
, supra note 7, at 179 (Procter & Gamble sales have not declined as a result of the rumor) to Procter & Gamble\rquote s contention: \ldblquote This involves our company\rquote 
s reputation and loss of business. We know consumers worldwide have been diverted from buying our products.\rdblquote  Emery, }{\i supra}{ note 86.}}}{ but the damage to the company\rquote s reputation in unquestionable. \ldblquote 
[The rumor] hurts our Company and the fine people who work here, and raises unnecessary questions in the minds of you, our loyal consumers.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Supra}{ note 76.}}}{
\par {\pntext\pard\plain\cgrid \hich\af0\dbch\af0\loch\f0 III.\tab}}\pard \fi-720\li720\sl480\slmult1\widctlpar\jclisttab\tx720{\*\pn \pnlvlbody\ilvl0\ls2\pnrnot0\pnucrm\pnstart2\pnindent720\pnhang{\pntxta .}}\ls2\adjustright {Potential Public and Priva
te Responses to Consumer Rumors
\par }\pard \fi720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {While the economic harm of Internet hoaxes may be difficult to quantify, the 
\par }\pard\plain \s3\sl480\slmult1\keepn\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\outlinelevel2\adjustright \b\cgrid {\b0 case studies illustrate the damage such rumors can inflict on a product\rquote s or corporation\rquote 
s reputation, as well as the negative impact on consumer 
confidence. The likelihood that injury will result from the unrestricted circulation of false consumer rumors over the Internet should serve as a stimulus for the government to take action. While companies like Procter & Gamble have every incentive to def
e
nd their reputation, collective action problems frequently hinder an effective response in cases where there are multiple manufacturers of a product or ingredient targeted by an Internet hoax. Moreover, even in cases where companies are motivated to take 
action to defend their reputation, a rebuttal from an independent source-\emdash particularly a respected agency like the FDA\emdash will likely carry more weight with consumers.}{\cs17\b0\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ A 1999 survey conducted as part of Vice-President Gore\rquote s Nat
ional Partnership for Reinventing Government indicated that the FDA enjoys a high level of consumer confidence. See M2 Presswire, Dec. 15, 1999, }{\i available at}{ 1999 WL 24374301; }{\i see also}{ }{\scaps 
Peter Barton Hutt & Richard A. Merrill, Food and Drug Law}{ 18-19 (2}{\super nd}{ ed. 1991) (repeated surveys show that the FDA is one of the federal agencies in which citizens have the greatest confidence). }{\i But see}{ }{\scaps Turner}{, }{\i supra}{
 note 4, at 140. During the mid-1980s, a widely-spread rumor in the African-American community claimed that Church\rquote 
s Chicken was owned by the Ku Klux Klan, who were adding an ingredient to the chicken that made black men infertile. A California congressmen arranged to have the FDA test the chicken, and the congressmen and officials from the fast food chain held a p
ress conference to announce that the agency\rquote s testing had revealed no evidence that the chicken had been adulterated. Nonetheless, many remained convinced of the truth of the rumor and were suspicious that the Klan had \ldblquote 
fixed things up with the FDA.\rdblquote }}}{\b0 
\par }{\tab }{\b0 The FDA and FTC are the two federal agencies with the greatest interest in combating consumer rumors. Internet rumors concern the FDA because the bulk of maligned products can be classified as food, drugs, medical devices or cosmetics\emdash 
all of which are regulated by the agency.}{\cs17\b0\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ The FDA\rquote 
s jurisdiction encompasses roughly 25 percent of the American economy. Peter B. Hutt, classroom lecture at Harvard Law School (Jan. 3, 2000).}}}{\b0  Such rumors are analogous to false or disparaging advertising and fr
equently are spread by business rivals, bringing them to the attention of the FTC. While some overlap exists in the agencies\rquote 
 jurisdiction, the FDA regulates advertising of prescription drugs and restricted medical devices, while the FTC has responsibility for over-the-counter drugs, cosmetics, and food.}{\cs17\b0\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ U.S. Food and Drug Administration, }{\i FDA and the Internet: Advertising and Promotion of Medical Products,}{ }{\i Remarks }{
(Oct. 16, 1996) (transcript available at }{\field\fldedit{\*\fldinst { HYPERLINK http://www.fda.gov/opacom/morechoices/transcript1096/fdainet7.html }{{\*\datafield 
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3000390036002f0066006400610069006e006500740037002e00680074006d006c000000e0c9ea79f9bace118c8200aa004ba90b8600000068007400740070003a002f002f007700770077002e006600640061002e0067006f0076002f006f007000610063006f006d002f006d006f0072006500630068006f006900630065
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\par }\pard\plain \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \cgrid {\tab 
The ability to identify the parties responsible for an Internet hoax is a necessary prerequisite to the exercise of either government enforcement or private legal remedies. The anonymity of the Internet, 
as well as the shadowy nature of rumors, make this a difficult but not impossible task. With most consumer rumors, the web sites set up to reinforce an e-mail rumor and promote an alternative product will be easy to find\emdash 
because the site needs to be readily accessible to consumers in order for the hoax to be profitable.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{
 Companies will likely pay to ensure a prominent place in search engine results, as with the SLS scam. }{\i See supra}{ notes 26, 51.}}}{
 Tracing the original source of an e-mail rumor is technologically possible, given the unique nature of IP addresses on the Internet.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright 
\fs20\cgrid {\cs17\super \chftn }{ All computers used to send, route or receive a message have a distinct, 32-bit numeric Internet Protocal (IP) address. \ldblquote As a result, even when an individual logs onto a message boa
rd under an alias, that alias is traceable.\rdblquote  McMahon, }{\i supra}{
 note 20, at 272-273. In the PairGain case, SEC regulators were able to trace messages posted on Internet bulletin boards back to the perpetrator of the hoax. The SEC did utilize its subpoena power
 to gain access to records of various on-line service providers, a power that the FDA currently lacks. }{\i Id.}{ at 289.}}}{ This method is not fool-proof, due the existence of e-m
ail forwarding services, anonymous remailers, and other technological dodges,}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Id}{
. at 289. Of course, it can be equally challenging to discover the source of a rumor circulated through less high-tech means. Procter & Gamble hired private detectives to find the source of the Satanism rumor during the 1980s. }{\i See}{ }{\i 
Procter & Gamble Says Satan Suit is Serious}{, }{\scaps San Francisco Chronicle}{, Aug. 9, 1986, at 3, }{\i available at}{ 1986 WL 3753452.}}}{ but agencies have enjoyed a high degree of success.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Lee Peeler, Associate Director for the Division of Advertising Practices at the FTC, claimed a high rate of success for his agency. \ldblquote 
Enforcement agencies have developed some techniques\'85we would be happy to talk to the FDA about it. But I guess for anybody out there in the room that is really interested in it, we have been able to find everybody.\rdblquote  }{\i 
FDA and the Internet: Advertising and Promotion of Medical Products (General Regulatory Issues) }{(Oct. 16, 1996) (transcript available at }{\field\fldedit{\*\fldinst { HYPERLINK http://www.fda.gov/opacom/morechoices/transcript1096/fdainet7.html }{
{\*\datafield 
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 The task faced in tracking down the originator of a consumer rumor is slightly easier, since in most cases there will be an 
obvious beneficiary of the rumor, giving agencies a logical starting point in their investigation. If an agency elects to use its resources to discover the source of an Internet hoax, it will likely be successful in the attempt, enabling more robust enfor
cement measures.   
\par }\pard\plain \s3\li720\sl480\slmult1\keepn\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\outlinelevel2\adjustright \b\cgrid {Food and Drug Administration (FDA)
\par }\pard\plain \s22\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \cgrid {\tab The irony of the FDA\rquote 
s questionable authority to redress Internet hoaxes is that the agency would have undoubtedly have the jurisdiction to act if the rumors were true. The FDA could certainly subject 
the makers of tampons adulterated with asbestos or the producers of a carcinogenic cosmetic ingredient to the full force of its regulatory power: the products would be recalled or perhaps seized and civil or criminal penalties would be likely be levied ag
ainst the manufacturers. However, because the rumors are false, the agency\rquote 
s ability to regulate the perpetrators of Internet hoaxes is strained, fostering a cautious and perhaps reluctant regulatory approach. Consumers are physically injured only if the ru
mors are true, but the undermining of consumer confidence in trusted products (and by extension, the FDA\rquote s regulation of those products), represents an independent harm. 
\par }\pard\plain \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \cgrid {\tab To date, the FDA has taken the attitude that current regulations are sufficient to a
ddress Internet issues. In October 1996, the agency hosted a conference focused on the Internet, aimed at providing the FDA with information that would assist them in promulgating Internet regulations.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ U.S. Food and Drug Administration, }{\i FDA and the Internet: Advertising and Promotion of Medical Products,}{ }{\i Contents }{
(Oct. 16-17, 1996) (transcript available at }{\field\fldedit{\*\fldinst { HYPERLINK http://www.fda.gov/opacom/morechoices/transcript1096/fdainet7.html }{{\*\datafield 
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3000390036002f0066006400610069006e006500740037002e00680074006d006c000000e0c9ea79f9bace118c8200aa004ba90b8600000068007400740070003a002f002f007700770077002e006600640061002e0067006f0076002f006f007000610063006f006d002f006d006f0072006500630068006f006900630065
0073002f007400720061006e0073006300720069007000740031003000390036002f0066006400610069006e006500740037002e00680074006d006c000000}}}{\fldrslt {\cs18\ul\cf2 http://www.fda.gov/opacom/morechoices/ transcript1096/fdainet.html}}}{
). The table of contents lists conference participants. Bill Schultz, Deputy Commissioner of Policy at the FDA, emphasized the information-gathering nature of the conference. \ldblquote \'85
[T[he Agency is not here today to answer any questions about either the law or about its plans. We are here much more to listen\'85\rdblquote  Remarks at FDA symposium on }{\i FDA and the Internet: Advertising an
d Promotion of Medical Products, Discussion Group 4 (Opening Remarks)}{ (Oct. 16, 1996) (transcript available at }{\field\fldedit{\*\fldinst { HYPERLINK http://www.fda.gov/opacom/morechoices/transcript1096/fdainet7.html }{{\*\datafield 
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3000390036002f0066006400610069006e006500740037002e00680074006d006c000000e0c9ea79f9bace118c8200aa004ba90b8600000068007400740070003a002f002f007700770077002e006600640061002e0067006f0076002f006f007000610063006f006d002f006d006f0072006500630068006f006900630065
0073002f007400720061006e0073006300720069007000740031003000390036002f0066006400610069006e006500740037002e00680074006d006c000000}}}{\fldrslt {\cs18\ul\cf2 http://www.fda.gov/opacom/morechoices/transcript1096/fdainet1.html}}}{ at *2).}}}{
 The FDA has since decided to set aside its effort to formulate Internet-specific regulations, and will instead \ldblquote look at [Internet] issues on a case-by-case basis and\'85re-evaluate the need for regulations in the future.\rdblquote }{
\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Melissa Moncavage, Division of Drug Marketing, Advertising & Communications Public Health Analyst, }{\i 
quoted in}{ }{\i FDA Internet Enforcement Without Guidance May Create \lquote Incongruity,\rquote }{ }{\scaps The Pink Sheet}{, Nov. 8, 1999, }{\i available at}{ 1999 WL 8677162.}}}{
 FDA Commissioner Jane Henney emphasizes that specific Internet guidance, though abandoned for the time being, is not \ldblquote off the table.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ Jill Weschler, }{\i A Conversation with FDA Commissioner Jane Henney}{, Pharmaceutical Executive, Dec. 1, 1999, }{\i available at }{1999 WL 11913987.}}}{ 
\par \tab For the time being, the FDA is monitoring the Internet and relying on its existing statutory and regulatory authority to address problems. Henney summarizes the agency\rquote s current approach:
\par }\pard \fi720\li720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {We\rquote re continuing to 
work with our federal partners on these issues and are doing our own screening of Internet sites. When we see things that have civil or criminal implications, we\rquote 
re working on those cases. I believe the Internet is a means of communications that in many ways is no different than what we see in other formats, and so we are pursuing issues in this area.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Id}{.}}}{
\par }\pard \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {\tab 
\par }\pard \fi720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {The FDA\rquote 
s efforts to regulate the Internet have included both traditional enforcement actions and a campaign to educate consumers. The FDA has sent warning
 letters to the operators of web sites whose on-line promotional material exceeded permissible regulatory bounds.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super 
\chftn }{ }{\i See}{ Green, }{\i supra }{ note 27, at 373-374. As of 1998, the FDA had sent warning letters to VidaMed, Inc., U.S. Medical 
Products, Inc., Papnet, and others. The violations involved performance claims or promoting an unapproved use of an FDA-approved product, not the sort of blatant consumer misinformation found in e-mail hoaxes. }{\i Id}{. at 374.}}}{
 The FDA has also pursued wire fraud charges against an individual selling unapproved HIV home testing kits over the Internet in its first-ever prosecution based on misuse of the Internet.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Paula Kurtzweil, }{\i Internet Sales of Bogus HIV Test Kits Result in First-of-Kind Wire Fraud Conviction}{, }{\scaps FDA Consumer}{
, July-August 1999, }{\i available at}{ }{\field{\*\fldinst { HYPERLINK http://www.fda.gov/oc/buyonline/fdacir.html }{{\*\datafield 
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http://www.fda.gov/oc/buyonline/fdacir.html}}}{. }}}{ Recently, the proliferation of Internet pharmacies has sparked proposals to increase the agency\rquote 
s on-line oversight, including an increased budget for Internet enforcement and granting of subpoena power to the FDA.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {
\cs17\super \chftn }{ Naftali Bendavid, }{\i Plan to Regulate Over-the-Web Drug Sales Draws Fire}{, }{\scaps Chicago Tribune}{, Dec. 29, 1999, }{\i available at }{1999 WL; }{\i see also Drugs on the Internet}{, }{\scaps Boston Globe}{
, Jan. 10, 2000 at A16. }}}{ This proposal, while specific to the regulation of Internet pharmacies, could provide a springboard for enhanced enforcement capabilities in all aspects of the FDA\rquote s on-line jurisdiction.
\par }\pard\plain \s21\fi720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \cgrid {The FDA has also taken steps to educate consumers to be wary
 about the credibility of on-line information, publishing articles on assessing the validity of web sites and information posted on electronic bulletin board and in chat rooms. \ldblquote 
While regulatory agencies try to devise ways of ensuring that accurate and well-balanced health and medical information is presented on the Internet, consumers will have to use a lot more discretion in evaluating what they see.\rdblquote }{\cs17\super 
\chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ U.S. Food and Drug Administration, }{\i Health Information On-Line}{, }{\scaps FDA Consumer}{, Jan. 1998.}}}{
 The FDA has enlisted consumers to assist the agency in identifying \ldblquote problem\rdblquote  web sites, which its Office of Regulatory Affairs will then investigate.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See FDA Web Site}{, }{\scaps The Rose Sheet}{, Jan. 3, 2000, }{\i available at}{ 2000 WL 7684431.}}}{
 Finally, at least in the case of the toxic tampons rumor, the FDA exercised its statutory power of publicity.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super 
\chftn }{ }{\i See}{ 21 U.S.C.A. \'a7375(b): \ldblquote The Secretary may also cause to be disseminated information regarding food,  drugs, devices or cosmetics in situations involving, in the opinion of the Secretary, imminent danger to health }{\i 
or gross deception to the consumer}{.\rdblquote  (emphasis added). Of course, the statute contemplates the FDA releasing negative information about a regulated product, rather than defending a product in the face of Internet rumors as to its safety. }}}{
 That rebuttal was confined to the factual misstatements contained in the rumor, but the agency could presumably utilize its power of publicity not only to debunk a rumor but also to chastise those responsible for concocting the story\emdash 
presuming the agency was able to ascertain who those parties were.
\par In addressing the toxin tampon hoax, the FDA was credited with taking rapid action to halt the spread of consumer misinformation, but was handicapped in its power to track down and punish the originators of the hoax:
\par }\pard\plain \fi720\li720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \cgrid {\ldblquote The FDA did an excellent job of getting the truth out and informing women that the rumor was unfounded and shouldn\rquote 
t be taken seriously\'85On a scale of one to ten, I\rquote d put their efforts at an eight or nine. The only reason they\rquote re not a ten is that their hands are tied in a lot of ways\'85if they had had the resources and ability to go after the peop
le originating the rumor, that would have been a ten.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{
 Telephone interview with Peter Mayberry (Jan. 27, 2000).}}}{
\par }\pard\plain \s20\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \b\cgrid {
\par \tab }{\b0 The FDA certainly has the potential to engage in more aggressive enforcement if it chooses to do so.}{\cs17\b0\super \chftn {\footnote \pard\plain \widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \cgrid {\cs17\fs20\super 
\chftn }{\fs20  The FDA enjoys absolute discretion not to undertake enforcement actions. }{\i\fs20 See}{\fs20  }{\i\fs20 Heckler v. Chaney}{\fs20 , 470 U.S. 821 (1985). The agency\rquote s lack of response to the SLS rumor}{ is }{\fs20 only one s
uch example; another is the FDA\rquote s decision not to respond to a TV program casting doubt on the safety of}{ }{\fs20 
aspartime, leading to criticism from the National Soft Drink Association. In a Nov. 30, 1998 letter to FDA Commissioner Jane Henney, NSDA's William Bal
l urged agency officials "to set the record straight in cases like this and to point out the errors in such misleading and dishonest journalistic}{ practices." }{\fs20 
Ball said, "By declining to appear in such news reports, it is my view that FDA is avoiding its duty to the public, which regularly looks to the agency for assurances about food safety." }{\i\fs20 National Soft Drink Association Chastised FDA Last Month}{
\scaps\fs20 , Food Chemical News}{\fs20 , Jan. 27, 1999, }{\i\fs20 available at}{\fs20  1999 WL 31463866.}}}{\b0  While existing advertising regulations likely cannot be stretched to cover Internet rumor campaigns, the agency\rquote 
s regulations governing the misbranding of a product hold more potential.
\par \tab The FDA\rquote s definition of advertising}{\cs17\b0\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Advertising is defined to include \ldblquote advert
isements in published journals, magazines, other periodicals, and newspapers, and advertisements broadcast through media such as radio, television, and telephone communications systems.\rdblquote  21 C.F.R. \'a7
202.1(1)(1) (1997). Due to the widespread use of modems and reliance on phone lines, Internet advertising falls into the last category; the term \ldblquote such as\rdblquote  also provides the FDA with some flexibility. }}}{\b0 
 is broad enough to encompass traditional forms of advertising transferred to the Internet.   However, it is unlikely that unorthodox negative advertising, centered around e-mail rumors and web sites disparaging a competitor\rquote 
s product as a health or safety risk and mounted by a competitor, comes under the FDA\rquote s authority to regulate the advertising of prescription drugs and medical devices.}{\cs17\b0\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ The FDA\rquote s advertising requirements apply only to the \ldblquote manufacturer, packer, or distributor\rdblquote  of a drug. }{\i See }{21 U
.S.C. \'a7352(n). As such, the agency has no ability of counteract false advertising, no matter how egregious, by a competitor.}}}{\b0  The FDA does consider its advertising regulations to \ldblquote 
cover virtually all activities disseminating information about a drug which are done by }{\b0\i or on behalf of}{\b0  the manufacturer.\rdblquote }{\cs17\b0\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ Speech by Kenneth R. Feather, Acting Director, FDA Division of Drug Advertising and Labeling (March 14, 1989), }{\i reprinted in}{ }{\scaps Hutt & Merrill 462, }{\i supra }{note}{\i  }{89}{\i  }{
(emphasis in original).}}}{\b0  This statement could conceivably include statements circulated by e-mail or posted on a web site, but it still fails to contemplate dissemination of negative information about a competitor\rquote s product}{\b0\i . }{\b0   

\par }\pard \s20\fi720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {\b0 Misbranding is a much more promising route, with the added benefit of applying to food, cosmetics, and over-the-counter d
rugs as well as prescription drugs and medical devices. Existing misbranding regulations prohibit false representations about a competitor\rquote s product.}{\cs17\b0\super \chftn {\footnote \pard\plain \s20\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0
\pndec }\adjustright \b\cgrid {\cs17\b0\fs20\super \chftn }{ }{\b0\i\fs20 See}{\b0\fs20  21 C.F.R. \'a7201.6(a) (1999). \ldblquote 
Among representations in the labeling of a drug which render such drug misbranded is a false or misleading representation with respect to another drug or a device or a food or cosmetic.\rdblquote }}}{\b0 
 As such, Internet rumors that could be traced to a competitor would trigger FDA enforcement action. Altho
ugh the agency has made no definite pronouncement on whether web sites will be regulated as advertising or labeling, the medium is more analogous to printed promotional materials currently classified as the latter, making it more likely that labeling and 
misbranding regulations would apply.}{\cs17\b0\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ Green, }{\i supra}{ note 27, at 378-379.}}}{\b0  
\par The key question is whether Internet rumors have enough of a connection to a product to be considered labeling. In order to be considered labeling, the printed matter must \ldblquote accompany\rdblquote  the product for sale.}{\cs17\b0\super \chftn 
{\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ 21 U.S.C.A. \'a7321(m).}}}{\b0  Regulatory 
interpretation and case law, which have liberally interpreted the meaning of labeling, support the FDA\rquote s ability to regulate the home pages of pharmaceutical companies as labeling.}{\cs17\b0\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Supra}{ note at 379.}}}{\b0  Past precedents could be extended to support the regulation of Internet sources\emdash 
pamphlets promoting the efficacy of a product,}{\cs17\b0\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ }{\i Kordel v. United States}{
, 335 U.S. 345 (1948) (\ldblquote No physical attachment\'85is necessary. It is the textual relationship that is significant\'85\rdblquote )}}}{\b0  books advocating certain health regimes,}{\cs17\b0\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See United States v. Articles of Drug\'85Century Food Co.}{, 32 F.R.D. 32 (S.D.Ill. 1963) (\ldblquote 
Certainly, the Act contemplates that a book, as well as any other type of representation, may be so used as to become a label for an article offered for sale.\rdblquote ). }}}{\b0  and even a radio program generally touting the benefits of vitamins}{
\cs17\b0\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See United States v. Article of Drug\'85Designated B-Complex Cholinos Capsules}{
, 362 F.2d 923 (3rd Cir. 1966).}}}{\b0  have all been considered fair game for regulation as misbranding. The FDA could likely regulate, for example, the unfounded bashing of SLS found on Neways\rquote 
 home page as misbranded labeling accompanying the company\rquote s products.}{\cs17\b0\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{
 The argument can be made that Neways\rquote  web site presents a literal truth\emdash their products are SLS-free\emdash but their arguments about the harms associated with SLS ar
e misleading and therefore create a misperception about the relative safety and benefits of Neways products.}}}{\b0  Information found on electronic bulletin boards or in e-mail messages, even if it could be argued to \ldblquote accompany\rdblquote 
 a product,}{\cs17\b0\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{
 While there is no definitive answer, an e-mail spreading a false rumor, specifically endorsing an alternate product, and providing information on how to order that product\emdash as with the toxic tampons hoax\emdash 
could arguably be misbranded labeling \ldblquote accompanying a product.\rdblquote  The FDA did take action against a web site that served as a source for the rumor and presented an identical message, but did not speci
fy what authority it was acting under.}}}{\b0  is less likely to be considered commercial speech, so agency actions to combat rumors found in these forums, in the absence of an explicit commercial link, are more likely to run afoul of the First Amendment.
}{\cs17\b0\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Cf. Washington Legal Foundation v. Henney}{
, 56 F.Supp.2d 81 (D.D.C. 1999) (FDA efforts to regulate information on off-label uses of approved drugs violated the First Amendment).}}}{\b0 
\par }\pard \s20\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {\tab }{\b0 In the absence of clear statutory or reg
ulatory authority, informal enforcement and publicity are likely to be the most common weapons employed against Internet rumors, as indicated by the FDA\rquote 
s response to the toxic tampons hoax. The agency published information rebutting the rumor and, acting through informal channels, shut down the web site where the rumor originated. These methods are quick to implement\emdash 
though not so quick as the spread of Internet gossip\emdash and use a relatively small portion of the FDA\rquote s limited enforcement budget. If Internet hoaxes become more common\emdash and the current trend indicates that is a likely possibility
\emdash the agency may want to develop a}{ }{\b0 systematic response to such hoaxes\emdash perhaps a website dedicated to debunking myths about FDA-regulated products. The FDA may also promulg
ate regulations specifically aimed at Internet fraud and, in connection with the regulation of Internet pharmacies, lobby Congress for an increased enforcement budget and subpoena powers similar to those enjoyed by the Securities and Exchange Commission. 
Increased use of the Internet will logically lead to increased opportunities for consumes to be defrauded or misled, creating pressure on the FDA and other agencies to expand their Internet enforcement capabilities.  
\par }\pard\plain \li720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \cgrid {\b Federal Trade Commission (FTC)
\par }\pard \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {\tab Consume
r rumors are in some ways similar to the negative advertisements that increasingly mar political campaigns. Rather than building up one candidate (or product), the choice is made to attack the alternative. While the FTC statutes and regulations generally 
are designed to constrain excessively positive claims about a manufacturer\rquote s own product, they also govern the unfair disparagement of a competing good.
\par \tab Under \'a75 of the FTC act, the agency possesses broad authority to ban \ldblquote unfair or deceptive acts or practices.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright 
\fs20\cgrid {\cs17\super \chftn }{ 15 U.S.C. \'a7 45.}}}{ Additional sections of the Act prohibit the dissemination of misleading claims about food, drugs, medical devices, health care services, or cosmetics.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ 15 U.S.C. \'a7 52-55.}}}{ The FTC Act has been interpreted to apply with equal force to Internet advertising. \ldblquote The FTC Act
 prohibits unfair or deceptive advertising in any medium.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Federal Trade Commission, }{\i 
Advertising and Marketing on the Internet: The Rules of the Road}{ (visited Jan, 17, 2000) http://www.ftc.gov/bcp/conline/pubs/buspubs/ruleroad.htm.}}}{
 If classified as an advertisement, Internet hoaxes that contain a misrepresentation or omission likely to mislead a reasonable consumer to his or her detriment would be considered misleading under the \'a7
5 of the FTC Act; hoaxes that cause or are likely to cause consumer injury that cannot reasonably be avoided and does not present a countervailing benefit to consumers or competition fall under the statutory definition of unfair.}{\cs17\super \chftn 
{\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See }{Lesley Anne Fair, }{\i Federal Trade Commission Advertising Enforcement,}{ }{\scaps Practicing Law Institute}{
, November 1999 at 297, }{\i available at}{ WL 1148 PLI/Corp 295.}}}{
\par \tab The crux of the problem is whether Internet hoaxes can be classified as advertising. Promotional web sites listing or even linking to}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright 
\fs20\cgrid {\cs17\super \chftn }{ Although this issue has not been resolved, the FTC recognizes the regulatory implications of links connecting various web sites. }{\i See}{ }{\scaps Terry Calvani, Advertising and Unfair Competition}{ (1999).}}}{
 misleading consumer information that benefits their product presumably would be covered, but anonymous e-mails and posted messages are more
 problematic. The agency does have the ability to regulate false or deceptive statements made by third parties, which include advertising agencies, catalog marketers, or web site designers,}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See supra}{ note 123.}}}{ but the extension of third-party liability to chat room hosts, In
ternet service providers, or a person who forwards a hoax e-mail to a friend would be highly problematic.
\par }\pard \fi720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {The FTC has not yet attempted to regulate an Internet hoax as advertising, and victims of Internet-borne rumors may be more concerned with crisis mana
gement than  testing the scope of \ldblquote advertising\rdblquote  under the FTC Act. INDA, when confronted by the \ldblquote toxic tampon\rdblquote 
 hoax, focused its efforts on working with the FDA to allay consumer fears about a regulated medical device, rather than seeking FTC sanctions aga
inst the originators of the hoax. The decision was partly motivated by the non-traditional nature of a rumor  as an unfair or disparaging advertisement,}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ As Mayberry notes, \ldblquote It\rquote s not as if the manufacturer of the competing product took out a disparaging ad in the newspaper.\rdblquote  Telephone interview (Jan. 27, 2000).}}}{
 but more so driven by a desire to counteract the hoax as efficiently as possible. \ldblquote We quickly realized
 there was no major upside to rooting out the originator [of the toxic tampon message]. It was more worthwhile to work with FDA and get the message out.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Id.}}}{ The FTC has tremendous potential to counter Internet hoaxes, but a guidance clarifying the meaning of
 advertising in that context will likely be necessary before any enforcement actions can be pursued. }{\b 
\par }\pard \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright { \tab The FTC is pursuing three goals in connection with the adaptation of its regulatory mission to the Internet: self-education, the establishment of an Int
ernet enforcement presence, and cooperation with other federal agencies and the FTC\rquote s international counterparts.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {
\cs17\super \chftn }{ Remarks by Lee Peeler, Associate Director for the Division of Advertising Practices at the FTC,}{\i  FDA and the Internet: Advertising and Promotion of Medical Products, (Presentations)}{ (Oct. 16, 1996) (transcript available at }
{\field\fldedit{\*\fldinst { HYPERLINK http://www.fda.gov/opacom/morechoices/transcript1096/fdainet7.html }{{\*\datafield 
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3000390036002f0066006400610069006e006500740037002e00680074006d006c000000e0c9ea79f9bace118c8200aa004ba90b8600000068007400740070003a002f002f007700770077002e006600640061002e0067006f0076002f006f007000610063006f006d002f006d006f0072006500630068006f006900630065
0073002f007400720061006e0073006300720069007000740031003000390036002f0066006400610069006e006500740037002e00680074006d006c000000}}}{\fldrslt {\cs18\ul\cf2 http://www.fda.gov/opacom/morechoices/ transcript1096/fdainet4.html}}}{ at 1-3).}}}{
 Beginning in 1997, the agency has conducted \ldblquote Health Claims Surf Days\rdblquote  in conjunction with law enforcement agencies and other consumer protection agencies. \ldblquote 
Staff identified 800 websites containing questionable claims for products advertised to treat cancer, AIDS, heart disease, diabetes, arthritis, and multiple sclerosis.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Fair, }{\i supra}{ note 124, at *322.}}}{ However, because the FTC lacks the resources to prosecute the operators
 of each of the 800 web sites, the agency\rquote s enforcement actions were limited to sending a warning letter clarifying the requirements for on-line advertising.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i Id}{.}}}{ 
\par \tab The FTC does have the discretion to pursue more stringent regulatory remedies. Sanctions for In
ternet advertising in violation of the FTC Act are identical to penalties faced by fraudulent advertisers in any medium: cease and desist orders backed by sizable fines; injunctions; and, in some cases, refunds to consumers.}{\cs17\super \chftn 
{\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See supra}{ note 123.}}}{ One remedy of particular value to the victims of an Internet hoax is the FTC\rquote 
s power to order corrective advertising in cases where the mere cessation of a false or misleading advertisement is insufficient to dispel lingering consumer misperceptions.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Fair, }{\i supra}{ note 124, at *298. }}}{ Corrective advertising generally involves the retraction of a positive claim about a manufacturer\rquote 
s own product, but can include corrections of disparaging claims about another\rquote s product.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i 
Cf. FTC v. Novartis Corp}{, D-9279 (May 27, 1999) (requiring corrective advertising to remedy claim that marketed pills were superior to competitors\rquote  medication in alleviating back pain).}}}{
 In addition to enjoining the dissemination of false or deceptive Internet advertising, the FTC can impose a lifetime ban on participation in Internet commerce for repeated or especially egregious violations.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ }{\i FTC v. Craig Hare}{
, No. 98-8194-CIV (S.D. Fla. Sept. 8, 1998) (stipulated permanent injunction imposing lifetime ban on participation in e-commerce against on-line marketer who advertised non-existent merchandise through an Internet auction house). }}}{
\par \tab The FTC also views consumer education as a vital component of Internet regulation, although its focus is on fraud prevention rather than dispelling specific Internet myths.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See, e.g.}{ Federal Trade Commission, }{\i FTC Consumer Alert! FTC Names Its Dirty Dozen: 12 Scams Most Likely to Arrive Via Bulk E-mail}{
 (visited Jan. 17, 2000) http://www.ftc.gov/bcp/conline/pubs/ alerts/doznalrt.htm. Internet hoaxes spreading false rumors about a product do not make the \ldblquote dirty dozen\rdblquote 
 list, even though such scams frequently are spread by chain e-mail. }}}{ The FTC attempts to educate consumers through an accessible web site that details various Internet scams,}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ As early as 1996, the FTC had recognized the utility of its web site as a tool for consumer education and outreach, as well as agency self-promotion. 
}{\i See}{ Remarks by Lee Peeler, Associate Director for the Division of Advertising Practices at the FTC,}{\i  FDA and the Internet: Advertising and Promotion of Medical Products, Group 4 (Website Links)}{ (Oct. 17, 1996) (transcript available at }
{\field\fldedit{\*\fldinst { HYPERLINK http://www.fda.gov/opacom/morechoices/transcript1096/fdainet7.html }{{\*\datafield 
00d0c9ea79f9bace118c8200aa004ba90b02000000170000004300000068007400740070003a002f002f007700770077002e006600640061002e0067006f0076002f006f007000610063006f006d002f006d006f0072006500630068006f0069006300650073002f007400720061006e007300630072006900700074003100
3000390036002f0066006400610069006e006500740037002e00680074006d006c000000e0c9ea79f9bace118c8200aa004ba90b8600000068007400740070003a002f002f007700770077002e006600640061002e0067006f0076002f006f007000610063006f006d002f006d006f0072006500630068006f006900630065
0073002f007400720061006e0073006300720069007000740031003000390036002f0066006400610069006e006500740037002e00680074006d006c000000}}}{\fldrslt {\cs18\ul\cf2 http://www.fda.gov/opacom/morechoices/transcript1096/fdainet7.html}}}{ at *21).}}}{
 as well as through the placement of its own deceptive on-line advertisements that scream \ldblquote You could have been scammed!\rdblquote  to the gullible consumer who attempts to make a purchase.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ Okie, }{\i supra}{ note 25.}}}{
 The FDA is better-positioned than the FTC to debunk claims about specific consumer products, but the FTC is well-situated to inform consumers about Internet hoaxes by posting general information, inc
luding ways to identify these e-mails or web pages as a hoax, on the portion of its web site devoted to consumer education.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {
\cs17\super \chftn }{ The FTC provides consumers with a similar on-line pamphlet on recognizing fraudulent health claims. }{\i See}{ Federal Trade Commission, }{\i Fraudulent Health Claims: Don\rquote t Be Fooled}{
 (visited Jan. 17, 2000) http://www.ftc.gov/bcp/conline/pubs/health/frdheal.htm.}}}{
\par }\pard \li720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {\b Private Actors
\par }{Private legal remedies are available to maligned companies when the government 
\par }\pard \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {is unable (as with the Procter & Gam
ble Satanism rumor) or unwilling (as with the SLS scare) to step in. While government agencies are concerned with the impact on consumers or perhaps an indirect attack on their own reputation, corporations are much more directly impacted by Internet hoaxe
s. \ldblquote Next to an act of terrorism, what corporations fear most is that they may be targeted with an outlandish tall tale.\rdblquote }{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright 
\fs20\cgrid {\cs17\super \chftn }{ }{\scaps Turner}{, }{\i supra}{ note 6, at 166 (quoting social psychologist Fredrick Koenig).}}}{ Companies even pay firms to monitor Internet rumors, hoping to head off a hoax before it proliferates on-line.}{
\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ Hartigan, }{\i supra}{ note 16 at A1.}}}{
\par \tab If preventive strategi
es fail, corporations targeted by a rumor may choose to pursue different strategies. One option is ignore the rumor in the belief that any rebuttal or change in corporate behavior will increase public exposure to the negative story without effectively con
vincing consumers of the rumor\rquote s untruth.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ Carl Larsen, }{\i Marketing Memo}{, }{\scaps 
San Diego Union-Tribune}{, July 29, 1987, }{\i available at}{ 1987 WL 2888000/}}}{ This \ldblquote ignore it and maybe it will go away\rdblquote  approach, exemplified by Colgate\rquote 
s non-response to being named in the SLS e-mail, has the virtue of being inexpensive and often effective\emdash rumors frequently die out of their own accord.
\par }\pard \fi720\sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {
Other rumors, however, like the link between Procter & Gamble and Satanism, may require more aggressive measures. Companies can sue under a variety of legal theories\emdash Procter & Gamble\rquote 
s lawsuits against Amway and Amway distributors have included claims for defamation, common-law unfair competition, violations of the Lanham Act,}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }
\adjustright \fs20\cgrid {\cs17\super \chftn }{ Trade libel claims, which permit plaintiffs to bring suit against competitors who make false disparaging claims about their product, are an especially promising strategy. In 1989, \'a7
43(a) of the Lanham Act was amended to permit trade libel claims, which previously had been unavailable under federal law. For a discussion of trade libel under both federal and state law, }{\i see}{ Michael A. Albert & Robert L. Bocchino Jr., }{\i 
Trade Libel: Theory and Practice Under the Common Law, the Lanham Act, and the First Amendment}{, The 89 }{\scaps Trademark Reporter}{ 826 (Sept.-Oct. 1999).    }}}{
 business disparagement, tortious interference with economic relations, fraud, civil conspiracy in violation of the Racketeer Influenced and Corrupt Organizations Act (RICO), and various state statutes.}{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See, e.g.}{ }{\i Procter & Gamble v. Amway Corp.}{, 1999 WL 1116836; }{\i Procter & Gamble v. Haugen}{, 179 F.R.D. }}}{
 Available claims will vary based on the factual particulars of a specific hoax, but Procter & Gamble\rquote s variety of claims illustrate the availability of multiple options. 
\par }\pard \sl480\slmult1\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright {\tab However, legal success does not guarantee the dea
th of a rumor. A mid-1980s rumors that Corona beer was contaminated with urine, giving the beer its distinctive yellowish color, originated with Luce & Sons, a competing wholesaler in Reno, Nevada. Corona\rquote 
s America importer sued Luce for $3 million; the out-of-court settlement required Luce is issue a public statement that Corona beer was \lquote free of any contamination.\rquote \rdblquote }{\cs17\super \chftn {\footnote \pard\plain 
\s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\scaps Fine}{, }{\i supra}{ note 7, at 169-170.}}}{ Despite this legal victory, and Luce\rquote 
s formal retraction, the story quickly spread from Nevada to other western states.}{\cs17\super \chftn {\footnote \pard\plain \s16\widctlpar{\*\pn \pnlvlcont\ilvl0\ls0\pnrnot0\pndec }\adjustright \fs20\cgrid {\cs17\super \chftn }{ }{\i See}{ Larsen, }{\i 
supra}{ note 142.}}}{ The lingering association of Procter & Gamble with Satanism and the occurrence of a recent cycle of rumors, despite more than a dozen successful lawsuits, attests to the inadequacy of law in the face of rumor.\tab 
\par {\pntext\pard\plain\cgrid \hich\af0\dbch\af0\loch\f0 IV.\tab}}\pard \fi-720\li720\sl480\slmult1\widctlpar\jclisttab\tx720{\*\pn \pnlvlbody\ilvl0\ls2\pnrnot0\pnucrm\pnstart2\pnindent720\pnhang{\pntxta .}}\ls2\adjustright {Conclusion
\par }\pard \li720\sl480\slmult1\widctlpar\adjustright {Internet hoaxes present a new twist on the classic problem of rumor as a tool of 
\par }\pard \sl480\slmult1\widctlpar\adjustright {
unfair competition. In their response so far to this latest misuse of Internet technology, regulators and private companies alike seem to be treading water. The overall response, while adequate, is cautious and strictly reactiv
e. The current strategies employed to combat Internet hoaxes may serve to contain the consumer confusion and reputational damage caused by a specific rumor, but do nothing to deter other unscrupulous operators from launching whisper campaigns of their own
. A tailoring of regulations and a concerted enforcement effort will be necessary to address the increasing problem of consumer rumors.   
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\par }}