Date:         Sun, 21 Feb 1999 11:11:35 -0500
Reply-To:     Carl Krucke <ckrucke@AWOD.COM>
Sender:       Vanagon Mailing List <vanagon@gerry.vanagon.com>
From:         Carl Krucke <ckrucke@AWOD.COM>
Subject:      the FTC vs. Splitfire Plugs (no vw content)
Content-Type: text/plain; charset="iso-8859-1"

This came to me via a friend, who got it off an Austin Healey List.  The
document is alledgedly an exact copy of one that appears on the US Federal
Trade Commission's web site, www.ftc.gov

FOR RELEASE: FEBRUARY 11, 1997
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SPLITFIRE SETTLES FTC CHARGES:ECONOMY, EFFICIENCY CLAIMS ARE DECEPTIVE

In the latest in a series of FTC cases targeting deceptive ads for
products that promise to improve automobile performance and economy,
SplitFire, Inc.,has agreed to settle Federal Trade Commission charges
that economy, efficiency and improved performance claims for its spark
plugs were false or unsubstantiated.  The agreement to settle the FTC
charges will bar SplitFire from making deceptive claims about fuel
economy, emissions, horsepower or cost savings.  The company also will
be barred from misrepresenting the results of tests, studies or research
and from misrepresenting testimonials.

SplitFire, Inc., is a Northbrook, Illinois-based marketer of nationally
advertised, premium priced spark plugs that feature a v shape it terms,
"split electrode."  SplitFire advertises that use of its patented spark
plugs results insignificantly better fuel economy, greater horsepower,
lower emissions and cost savings than use of either conventional spark
plugs or platinum-tipped spark plugs.  According to the complaint
detailing the FTC charges, SplitFire ads stated: "Equipped with
conventional spark plugs, up to 15% of the combustion cycles in a modern
engine end up in 'partial misfires.' SplitFire's larger flame kernel
helps reduce partial misfires, and experts say it helps improve:
Performance, Economy, Emissions."and" It only costs more 'til you use
It," and; "SplitFire conducts continuous consumer surveys to constantly
monitor 'reallife' performance in all vehicle types. . . 70% reported a
gas mileage increase of from 1 to 6 more miles per gallon.

"The SplitFire ads also featured consumer endorsements making claims
such as, "They'll pay for themselves, basically, in the first 6 months
you own 'em," according to the FTC complaint.

The FTC alleged that SplitFire did not possess and rely upon a
reasonable basis to support the claims, that SplitFire claims that
surveys confirm gas mileage increases were false, and that Splitfire did
not have a reasonable basis to claim that the testimonials used in its
ads reflect the typical or ordinary experience of consumers who use
SplitFire spark plugs.

The consent order to settle the charges would prohibit SplitFire from
making fuel economy, emissions, horsepower or cost savings claims
without competent and reliable scientific evidence to support them.  It
would also prohibit misrepresentations about the existence, contents,
validity, results,conclusions or interpretations of any test or study.
Finally, in connection with testimonials, the settlement would require
that SplitFire have scientific evidence to substantiate claims in
endorsements or testimonials; thatSplitfire disclose what the typical or
ordinary consumer experience would be; or that the company disclose the
limited applicability of the endorser experience -- that is, that
consumers should not expect to experience similarresults.

The Commission vote to accept the consent agreement for public comment
was 5-0.  The proposed agreement will be placed on the public record for
a 60-day public comment period.  Comments should be addressed to the
FTC, Office of the Secretary, 6th Street and Pennsylvania Avenue, N.W.,
Washington, D.C. 20580.

NOTE: A consent agreement is for settlement purposes only and does not
constitute an admission of a law violation.  When the Commission issues
a consent order on a final basis, it carries the force of law with
respect to future actions.  Each violation of such an order may result
in a civil penaltyof $11,000.

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Copies of the complaint, consent agreement and a consumer alert, "Penny
wise and Pump Fuelish," are available on the Internet at
http://www.ftc.gov and from the FTC Public Reference Branch, Room 130,
6th Street and Pennsylvania Avenue, N.W., Washington, D.C. 20580;
202-326-2222; TTY for the hearing impaired 202-326-2502.  Consent
agreements subject to public comments also are available by calling
202-326-3627.  To find out the latest news as it is announced, call the
FTC NewsPhone recording at 202- 326-2710.  FTC news releases and other
materials also are available on the Internet at the FTC World Wide Web
site at: http://www.ftc.gov (no period).

MEDIA CONTACT:Claudia Bourne Farrell Office of Public
Affairs202-326-2181
STAFF CONTACT:Laura Fremont San Francisco Regional Office901 Market
Street, Suite 570, San Francisco, California 94103415-356-5270