This time it’s the fine print causing problems. New York State Attorney General Andrew Cuomo last week ordered nearly 40 auto dealers to stop running allegedly deceptive ads about the federal “Cash for Clunkers” program. Cuomo contends the dealerships misled consumers into believing certain cars qualified for the trade-in rebate by omitting eligibility requirements.

But it’s just another day in the war on advertising, say lawyers who defend advertisers. In the words of Ronald Urbach of New York’s Davis & Gilbert, advertising is “under a graver and greater attack.” And the assault is coming on multiple fronts, in a barrage of lawsuits and tougher scrutiny, from state attorneys general, federal regulators and consumers.

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