My children were grateful when I wrote this advertisement. It recovered their dog Teddy from dognappers. Is advertising a pack of lies? Introducing me at an Asian Advertising Congress in New Delhi the other day, the Vice-President and former Chief Justice of India said that I had ‘mastered what Stephen Leacock called the art of arresting the human intelligence long enough to get money from it.’ If there are still any natural-born liars in advertising, we are under control. Every advertisement we write is scrutinized by lawyers, by the National Association of Broadcasters and other such bodies. The Better Business Bureau and the National Advertising Review Board (in Britain, the Advertising Standards Authority) review suspected violations of the various codes, and the Federal Trade Commission stands ready to prosecute us for deception. Caveat emptor has given way to caveat vendor.