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Misleading
Advertising
Many years ago the
Canadian Consumer & Corporate Affairs charged Halbert's Inc. of
fraudulent publicity of their Amazing Book of the Hodgsons in Canada.
The 80-page computer printout was claimed to provide valuable and little-known
facts about the history and genealogy of Hodgson families in Canada.
The company has been charged again and again with misleading advertising.
Sometimes they resort to title changes, for example The Burke's Peerage
World Book of Hodgsons. Despite protests from genealogical organizations
around the world, Halbert's just won't go away. There are rumours that
they are now trying to become legitimate in genealogy circles!
Halbert's finds
their market in telephone books. For years now their letters are apparently
sent across North America, Great Britain and Australasia. What you get
is publicity from The World Book of --- (your surname of course!)
They tell you that a book is being printed of your surname ...
and "your name is in the book as part of an international directory"
but you have to pre-order because they print only on demand--they
tell you it is a limited edition! Their envelope has a coat of arms
in one corner and these words "The World Book of (surname) ... A remarkable
new book is about to be published -- and you (your name) are in it!"
Inside is a colour card photo of a family apparently thrilled by the
book, an official looking note from the publisher that includes "Send
no money now", a slick personalized sales letter, and a return envelope.
You have 15 days to order.
So what is the
problem? The truth is that the book contains just names and addresses
copied from telephone directories. In its opening pages their "historical"
introduction on your surname is simply generalities applied to
all of their surname books, cleverly edited to appear as your own heritage.
All it is is a glorified telephone directory without the telephone numbers.
It is their publicity that deceives you into thinking this must be a
genealogical goldmine on your family heritage--and that it is not! Every
sentence in their publicity packet shouts genealogy which deceives the
unwary and inexperienced genealogist. What most people overlook is the
small print buried in their literature that reads "No direct genealogical
connection to your family or to your ancestry is implied or intended."
Few buyers say anything good about the book. You would have to spend
a fortune to write to all the names listed, and very few people have
had the luck to find a family connection by this means. Not recommended.
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