RadioShack issues apology to ATA

Radio Shack Corp. today issued an apology to the American Trucking Assn. (ATA) for a recent cell phone ad that read "You're on a wireless, when suddenly an 18-wheeler is in your lane, cutting you off!" ATA said the advertisement alluded to "the irresponsible and insensitive mischaracterization of large trucks and the safety focus of the trucking industry." "Our attempt to help consumers visualize

Radio Shack Corp. today issued an apology to the American Trucking Assn. (ATA) for a recent cell phone ad that read "You're on a wireless, when suddenly an 18-wheeler is in your lane, cutting you off!" ATA said the advertisement alluded to "the irresponsible and insensitive mischaracterization of large trucks and the safety focus of the trucking industry."

"Our attempt to help consumers visualize the importance of using hands-free devices was certainly not intended to offend any one," Radio Shack said in a letter to ATA president William Canary. "Our intent was to educate the public about the merits of hands-free wireless devices that enable drivers to keep both hands on the wheel at all times, even when using a wireless phone in the car. In the future we commit to showing more sensitivity in our selected ad copy." In its letter, Radio Shack said that trucking professionals provide a vital role in public safety on today's roads as they are usually the first to report traffic accidents to the proper authorities or help people in time of need.

"We recognize the vital role the trucking industry plays in the economy of our country and appreciate the role trucking professionals play in helping keep our nation's roads safer," the letter said.

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