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U.S. Army Pulls TV Recruitment Ad Containing Falsehood
June 22, 2007 8:42 AM
The U.S. Army has quietly pulled a television recruitment ad that falsely claimed it could train recruits to become pharmacists, a spokesperson for the Army has confirmed to ABC News.
The Army took action following a complaint made by David Work, former president of The National Association of Boards of Pharmacy, after he spotted the ad during the NCAA Men's Basketball Tournament.
Listing careers available in the Army, the 30-second spot included images of soldiers working in a pharmacy as a voice-over said, "They can be...pharmacists."
A pharmacy degree requires the completion of a six-year program at a school of pharmacy, which the Army does not offer.
"They knowingly, intentionally put a lie out there, only to get a teenager to sign up," said Work. "Any teenager will find a six-figure job attractive."
At best, Army recruits could train to become pharmacy specialists.
What's the difference? About $80,000 in annual salary, according to Work.
Work notified CBS, the network broadcasting the tournament, about the commercial's inaccuracy on March 21. The Army then removed the advertisement from CBS on March 24 and from all television stations by March 29.
The Army did not publicly comment on the ad until contacted by ABC News.
"It was an honest mistake," Col. David Lee, head of the Army's Strategic Outreach Directorate, told ABC News. "In my office, I don't have expertise on each one of the 150 specialties offered by the Army. If somebody identifies a problem, then we correct it."
Work, however, is unconvinced.
"Whoever put that text together knew exactly what they were doing," Work told ABC News. "These people are in the word business. They thought they could get away with this and get a bunch of new recruits, too."
Imprecise wording can be a common occurrence in Army commercials, recruiters say.
"Sometimes they generalize to give you an idea about what you can do," a New York City recruiter for the Army told ABC News. "It might not be exactly the way you think."
Casanova Pendrill, the advertising agency used by the Army to produce the commercial, did not return repeated phone calls from ABC News seeking comment.
Since May 15, the Army has been airing a revised version of the ad that replaces "pharmacist" with "health care technician."
Do you have a tip for Brian Ross and the Investigative Team?
June 22, 2007 | Permalink | User Comments (31)
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"Be All You Can Be" ...just as soon as you get back from Iraq (if you come back).
Posted by: Gerald | Jun 22, 2007 9:49:54 AM
Yeah! "Be All You Can Be"...jus as soon as you get back from Iraq! (if you come back). :)
Posted by: Gerald | Jun 22, 2007 10:32:26 AM
The Army, like any U.S. government agency can do and say anything it chooses until gets caught - then a lie will suffice instead of the truth.
The public is used to it - it's called 24/7 news: Opinion/innuendo a must, while facts/truth take a backseat.
Posted by: Eyepublius | Jun 22, 2007 1:36:46 PM
I am sure ABC and The National Association of Boards of Pharmacy are just so darned perfect that they never make a mistake.....
That's all this was, a mistake. I suggest both of the above worry about something really important instead of playing "Gotcha" with the US Army.
Be thankful there are people willing to step up and defend your freedom of speech through service in the US Army and the other branches.
If you want a case in contrast, travel to Venezuela and try writing something unflattering about that government. Bet you won't get an apology for inaccuracy as they lock you away in the nearest dungeon.
Posted by: Ben Gardiner | Jun 22, 2007 1:52:07 PM
How many people currently serve active duty in the US Army? Out of that number, how many active duty Army personnel have been killed in combat in Iraq? I think it's a fairly small number...
Also, who handles the filling of prescriptions at Army hospitals? Robots? Dogs? Dolphins? No, Army personnel do...
Posted by: Jazz | Jun 22, 2007 2:23:02 PM
Ben, get out of here. It's their job to hold people accountable. You'd think that the government office in charge of putting these ads out would at least check to make sure their accurate.
The Colonel even says that he doesn't have the expertise. Well, get the expertise, because you're in charge!
Posted by: Uncle Sam | Jun 22, 2007 2:35:12 PM
Let us not forget that under the Federal Trade Commission Act, advertising must be truthful and non-deceptive.
Mistake! If I made a mistake at work, I would be looking for a new job!
God Bless America and our troops.
Posted by: American Mom | Jun 22, 2007 2:39:11 PM
How could this have been a simple mistake by the army? They have an entire department responsible for this stuff. And even if it WAS a mistake, they should have issued some sort of public correction and apology.
As far as Venezuela goes, Ben, you seem to imply that locking people in dungeons is the right thing for a government to do when its citizens ask questions. Don't threaten reporters looking out for the American people.
Posted by: Patriotic American | Jun 22, 2007 2:57:16 PM
Uncle Sam said, "Ben, get out of here. It's their job to hold people accountable. You'd think that the government office in charge of putting these ads out would at least check to make sure their accurate."
That last line should have read,"... check to make sure they are accurate."
You are in charge of what you put on the internet for the world to see, if you are going to complain about a simple typo in a script, then start editing your own words more appropriately first!
This was a simple typo that some anti-military individual decided to make a federal case out of.
When the people are not smart enough to see that, then stop the world, I want to get off!
Served in two wars, overseas four times, retired with twenty plus years in the military, and continue to be proud of my service, and that of my fellow soldiers!
If it wasn't for the ignorance/laziness of the vast majority of its citizens, I would have suggested the military work like in the former USSR or Israel, where every citizen was/is required to serve time in the military. But I would not force the volunteers in today's military to have to deal with the current crybabies that could not be trusted to protect anything but their own assets.
Patrick
Posted by: Patrick | Jun 22, 2007 3:33:31 PM
Dose this mean that I'm not going to be a door gunner on the Space Shuttle?
Posted by: Velvetjones | Jun 22, 2007 4:35:29 PM
How about those 3 brand new pairs of shoes and the ride in a government car?
Please don't tell it wasn't true...
Posted by: Velvetjones | Jun 22, 2007 5:37:07 PM
Patrick:
Thank you for your service to this country, sir.
But how do you know that the mistake in the ad was "a simple typo," especially considering that the production of Army ads is handled by one specific office of the Army?
And what "federal case" has been made of it? This article is all that I know of concerning this story.
That's exactly the exaggerated, imprecise wording the article mentions.
Your post didn't make perfect sense grammatically or otherwise, either.
Posted by: qwerty | Jun 22, 2007 5:53:26 PM
Ben and Patrick,
you buffoons...it takes a six year degree to be a Pharmacist - a simple fact. Those who would put forth the notion that the Army has a six year training program to become one is LYING!!! It's that simple. If you don't know (or don't want to know) your product don't sell it on false pretense.
Now both of you, stop being water carriers for a failed administration and an Army caught in the middle. Go back and listen to Limbaugh and Hannity and drool in your spitoons.
Posted by: Zeke | Jun 22, 2007 6:47:08 PM
i am just wondering about the poor kids that signed up with the army to become a pharmacist/health care technician.
Do they have the option to leave the army without being penalized?
chakie
Posted by: chakie | Jun 22, 2007 7:16:55 PM
sorry, we're not as liberal as you zeke.
Posted by: marinesniper | Jun 22, 2007 9:59:53 PM
"sorry, we're not as liberal as you zeke."
Posted by: marinesniper | Jun 22, 2007 9:59:53 PM
Actually Snippy, I'm a lifelong registered Republican.
Got anything relevant to add to the discussion?
You are apparently another "believer" who cannot see the forrest for the trees. That's sad.
The Army is in desparate straights to fill billets. It has people who are responsible for oversseing their privatized advertising campaigns. Do you honestly believe they don't know truth from fiction when it comes to what they are asking others to sell on their behalf?
Posted by: zeke | Jun 23, 2007 3:59:24 PM
It looks like the Army et al. just tend to take after their commanders-in-chief; they will tend to say whatever they need to (whether it is true or not) to do what they are trying to do. Bush and co. have been doing this since they got in office, now we just see the lies filtered down to the lower level. It is ironic that our country can have so many problems with military hospitals, and now they try to seduce people into the service with the promise of med tech jobs. Ridiculous.
Posted by: chris | Jun 23, 2007 7:50:34 PM
Seems like a mistake to me. Nowadays, most people are too cowardly to lie directly but stupid enough to make mistakes.
Posted by: Fabio Escobar | Jun 25, 2007 12:47:40 AM
Reply to Patrick:
First, thank you for your long service in the military. I'm grateful to anyone who serves in any branch of the military.
That being said, maybe it's been too long since you had that first talk with the recruiter! My husband was in the Navy for 4, my uncle for 6, and of course I know a lot of people who have enlisted in different brances of the military. They all have one similar experience with the recruiting office: they were blatantly lied to. The recruiter often says whatever he/she has to in order to sign that body up! Think back, and I'm willing to bet you remember a similar experience. My point is, the military does "engage in misinformation" on a regular basis. That's called "lying" in civilian terms.
Posted by: Firehorse | Jun 25, 2007 9:25:01 AM
This is nothing new to the Army. They have been following this pattern of misinformation in job discriptions for years. I myself was a victim of this continuos scam by the Army of lying or just not changing MOS disciptions for fear noone would sign up. I doubt seriously if they will ever change their practices. The Col. that said he couldn't keep track of the 150, come on thats not that many. As long as they are allowed to operate this way unchecked they will.
Posted by: LittleBear | Jun 26, 2007 9:19:19 AM
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