Sept. 11.(Selling It)(questionable products)(Column)

We've all heard that truth is the first casualty of war. Still, it was surprising how fast the victim expired after the terrorist attacks of Sept. 11. By the 12th, Internet watchdogs were already warning against online frauds. Soon, gas stations were hiking prices and scam artists were peddling urns supposedly filled with dirt from the World Trade Center site. Such behavior is nothing new: The federal False Claims Act was created to expose Civil War profiteers who promised to sell the Union Army one thing (gunpowder, say) and delivered something else (sand). Can't relate to the 1860s? Change "gunpowder" to "anthrax cures." This special edition of "Selling It" focuses on post-attack marketing that might offend. The mildest pitches tug at the heartstrings; the worst tug at the wallet, using tragedy to turn a profit.

Stars and stripes forever.

Lots of Americans are giving three cheers for the red, white, and blue. But when the American flag waves on a dry-cleaner bag, on a web site selling dog art, on a catalog of gadgets such as an ergonomically designed corkscrew, on a fuel bill, on a credit-card ad that suggests you aid the cause by charging something--underwear and a spatula are among the items suggested--you may wonder about the connection between flag and product. And we haven't even mentioned the Guess ad. OK, you twisted our arm: It showed a semi-naked woman wearing strategically placed feathers and posing in front of the flag. For something nasty, there was a web site that sent you to a sweepstakes offer when you tried to order a "Proud to be an American" greeting card.

Give early, give often.

But give carefully. One unsolicited e-mail invited readers to "click here" to donate to the Red Cross. Although the linked site implied that donations would be forwarded, it admitted that it wasn't affiliated with the Red Cross and would deduct 10 percent per donation for "administration costs." In Virginia, the "Virginia Firefighters Association" was reported to be soliciting, although Virginia's Office of Consumer Affairs hadn't heard of that group, and it wasn't registered to solicit in Virginia. The web site at left appeared after you clicked on a link embedded in an unsolicited e-mail. Click on David Crosby instead of "American Red Cross" and you'd see a site devoted to Jeff, the guy who sent the e-mail.

Leaving a bad taste.

It's hard to take offense at Triumph International (Japan) Ltd.'s newly minted Frequent Flyer Bra, so-called because it won't set off metal detectors. (It's made by the folks who brought you the Baseball Bra--two mitts attached to cotton cups.) But other marketers shouldn't be let off so easy.