PUFFING ADVERTISEMENTS.-BAKING POWDERS. 
331 
In many instances mistakes have arisen from the dispenser being unable to 
see the whole of the label at a glance, which it is impossible to do when the bot¬ 
tles are labelled in the usual manner. Thus, in the hurry of business, a not too 
careful dispenser might mistake “ Lin. Camph. Co.” for “Tinct. Camph. Co.,” 
“ I 5 ulv. Ipecac. Co.” for “ Pulv. Ipecac. Sx.,” or “ Oxymel Simplex” for 
“ Oxymel Scillse ” ; “ cum multis aliis, et id genus omne.” 
So well recognised is this fact, that numerous methods have been tried to 
remedy the evil; some inefficient, some unsightly, and most of them expensive. 
I have just had my shop relabelled after an idea of my own, which, as far as 
I can learn, has not as yet been tried. It is not very expensive ; the whole of 
the label can be seen without turning the bottle round; and the appearance is 
certainly pleasing. i 
I he label is in form a long oval, the long diameter pointing directly upwards 
and downwards ; the middle is gilt, with an internal red borderjy-id an external 
black one ; and the writing is in the Egyptian character. 
1 shall be very happy to show any of your readers who are passing 202, Gray's 
Inn Hoad, how it looks. I am, Sir, yours obediently, 
W. L. Shepiiard. 
202, Gray’s Inn Road, November 16th, 1805. 
PUFFING ADVERTISEMENTS.—BAKING POWDERS. 
TO THE EDITOR OF THE PHARMACEUTICAL JOURNAL. 
Sir,—Seeing the article headed u Mendacious Puffing ” in your Journal for 
November, it has occurred to me to ask you to do me the favour of inserting a 
few remarks on the subject. 
There is a description of dishonesty in trade more subtle and more difficult to 
bring home to the crafty dealer, than the more palpable wrong of selling adulte¬ 
rated articles ; I allude to the practice of puffing off certain compounds as con¬ 
taining qualities which they do not possess ; this is particularly the case with 
respect to “ baking powders.” From the advertisements put forward concerning 
them, it might be supposed that they could adequately supply the place of 
butter and eggs in our pastry and puddings, and that a great saving would be 
the result of their employment for those purposes. This idea is altogether de¬ 
lusive, and it is quite right that the irue value of the commodity as a dietetic 
agent should be properly estimated by the public. 
About two years ago the result of a chemical analysis of these powders was 
published in the 1 Lancetit was ascertained that they are for the most part- 
composed of carbonate of soda and tartaric acid, combined with a small propor¬ 
tion of rice flour ; this is the description of the powders when unadulterated and 
in the least objectionable form. 
Now it cannot be denied that such a compound may be used with advantage 
in the preparation of pastry, in addition to the ordinary ingredients; for the 
chemical effect of the powder referred to would be to render pastry more light 
and digestible, by neutralizing the tendency of the butter to turn rancid under 
the action of heat, to which it is subjected during the process of baking ; but 
such powders cannot effect a saving of butter by being substituted for it, nor 
can “ egg-powders ” supply the place of eggs in children’s puddings; for be¬ 
sides the absence of any nutritious element whatever in these powders, rendering 
their employment objectionable, they are frequently positively pernicious, from 
the fact that the colouring matter found in them is supplied by the introduction 
of chromate of lead. 
