The Good Housekeeping Seal of Approval: From Innovative Consumer Protection to Popular Badge of Quality

Abstract

By providing information through factual content, editorial comments, and advertising, the great magazine expansion of the late 19th century reduced market imperfections for many consumer goods. Given the virtual absence of government and non-profit sources of information, some magazines even took the initiative to prohibit misleading advertising. However, in the early 20th century Good Housekeeping surpassed normal practices and created both a guaranty for advertised products and a Seal of Approval from the Good Housekeeping Institute.