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May 26, 1994|From Times Staff and Wire Reports

Wal-Mart Under Pressure to Change Slogan: An advertising review board told the nation's largest retailer to change its slogan--"Always the low price. Always."--because it doesn't ring true. The National Advertising Review Board, a self-regulating mechanism of the advertising industry, said it is seeking the change so Wal-Mart Stores Inc. can avoid implying that its prices are always the lowest. Wal-Mart, in a statement filed with the panel, said it disagrees with the decision but will voluntarily modify its advertising slogan over the next several months. Company officials were not immediately available to comment. The panel said its decision concludes an appeal by local Better Business Bureaus and several Wal-Mart competitors, including Dayton Hudson Corp.'s Target Stores Inc.

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