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Truth in advertising: the meaning of "other whitefish"

By Lawrence B. Ebert, Esq.

Within a story by WILLIAM J. BROAD in the NYT titled From Deep Pacific, Ugly and Tasty, With a Catch about the use of hoki in various fish sandwiches, one has the text:

Now, Ben Golden, a Yum Brands spokesman [Yum owns Long John Silver?s ], said hoki was ?not on the menu.?

Denny?s said it served hoki only in its New Zealand restaurants.

Gary Johnson, McDonald?s senior director of global purchasing, said hoki use was down recently to about 11 million pounds annually from roughly 15 million pounds ? a drop of about 25 percent. ?It could go up if the quota goes up,? he said in an interview. He noted that McDonald?s also used other whitefish for its Filet-O-Fish sandwiches.

One wonders "what" other whitefish.

Further, if one wonders what happened to orange roughy, the NYT article has some answers.

**On the general topic of false advertising

Trademark in "Bimbo", including mention of the phrase "guilty of misleading the American public" discussed in Groden v. Random House, 35 USPQ2d 1547, about advertising of books about the Kennedy assassination.

Did campaign ads for Proposition 71 violate fair trade laws?

Truth in advertising?

**The link to the NYT article is captioned "An Unlikely Star Among Seafood Causes a Row." One wonders "who" the unlikely star is.

Full post as published by IPBiz on September 10, 2009 (boomark / email).