The FTC actually regulates the use of the word "free" quite carefully, but the problem is enforcement (especially in the current political climate where anything big business does is deemed wonderful for America). I sold Encyclopaedia Brittanica while in college (that was a great college job! - good money, flexible hours) and one thing they drilled into us was to basically not use the word "free". In their advertising they would give away a desk reference set (dictionary, thesaurus, book of quotations) "Free with preview of EB". But that was speech they could control and that the lawyers had approved. They didn't want the sales reps throwing that word around because they didn't want the FTC to fine them. Whether the reference set was free or not depends on the perspective. It was free in the sense that you didn't pay hard cash, but you did give your time. Of course, if you were really in the market for the books and wanted to give some time to see a presentation, then you got the reference set for free. Of course, this was in-home marketing and the FTC tends to watch that like a hawk and give the consumer rights they don't have elsewhere (such as a three-day right to cancel).

>Actually, Dragan, the preferred expression in American advertising is "free with your purchase of ..." I love that one.