Guide Against Deceptive Use of the Word ``Free'' in Connection With the Sale of Photographic Film and Film Processing Service

The Guide Against Deceptive Use of the Word ``Free'' in Connection With the Sale of Photographic Film and Film Processing Service (``Free Film Guide'') sets forth industry guidance concerning offers of ``free'' film in connection with the sale of photographic processing services. The Commission's Guide Concerning Use of the Word ``Free'' and Similar Representations, which was adopted after the Free Film Guide and which applies to all industries, sets forth essentially the same guidance concerning offers of ``free'' merchandise or service in connection with the sale of some other merchandise or service. The Free Film Guide has thus been supplanted by the Guide Concerning Use of the Word ``Free'' and Similar Representations and is no longer needed. Accordingly, the Commission has determined that it is in the public interest to eliminate the Guide Against Deceptive Use of the Word ``Free'' in Connection With the Sale of Photographic Film and Film Processing Service. Although the Commission is eliminating the Free Film Guide, proceedings still may be brought against businesses under section 5(a)(1) of the Federal Trade Commission Act, 15 U.S.C. 45(a)(1), for engaging in unfair or deceptive acts or practices in or affecting commerce in the advertising and sale of these products and services.