The American Way of Death Revisited - Jessica Mitford [90]
The Association of Better Business Bureaus is held in high esteem by many people, who regard it as a watchdog organization designed to protect the public from unscrupulous and crooked businessmen. Its stamp of approval on the line of conduct of any enterprise is bound to allay doubts and suspend criticism. I was surprised to find how many of the “facts” every family should know had the familiar ring of NFDA propaganda, and that the pamphlet, which has been distributed by funeral directors in the hundreds of thousands, closely follows the NFDA line in all important respects. I asked the BBB where they got the “facts” for the pamphlet; they replied, from the National Funeral Directors Association and other (unidentified) sources. For example, the “fact” given in the pamphlet that “there is an adequate service available in every funeral establishment for every purse and taste” is given “on the basis of information furnished by the NFDA.” The “fact” that “most funeral directors do not consider it ethical to advertise prices … and [that] this view is shared by a majority of the public” is again reported as “the official position of the NFDA.”
By the mid-1990s, the most persistent advertisers, to the consternation of the conventional mortuaries that maintain elaborate establishments on Main Street, were the low-cost, low-overhead cremation providers. The majority of funeral homes still refrain from public disclosure of their prices—let alone price advertising—although FTC rules require them to make price information available when asked.
In recent years, the NFDA and other trade associations have provided their members with annual estimates of “average prices” currently charged for mortuary services and vaults. The estimates of the NFDA and FFDA (Federated Funeral Directors of America) vary very little. FFDA’s average for 1995 was $4,211 for “services plus casket,” plus $770 for outside container. Industry observers have no doubt that the dissemination of these numbers within the trade serves to establish uniform price minimums, in violation of the antitrust laws. Hence the caveat, “The NFDA sponsored this study to give you statistics with which you can compare data from your funeral service operation. However, you should not take any or all of the findings as a suggestion for funeral service pricing in your establishment.” This caveat is reminiscent of a legend printed in prominent letters on the wine bricks sold for a time during Prohibition: “Do not under any circumstances place this brick in one gallon of water and let it stand at room temperature for one week, since this will cause it to turn into wine, an alcoholic beverage, the manufacture or possession of which is illegal.”
In 1930 the NFDA established an academy of funerary erudition with the scholarly-sounding name Institute of Mortuary Research—the actual function of which was, according to the NFDA’s official historians, “to disseminate information favorable to organized funeral directing to the various media of communication … and to ‘trouble-shoot’ points of hostility and attacks on the occupation.”
Throughout its history, the NFDA has generally acted to boost the educational requirements for the licensing of embalmers. The time required for completion of an embalming—or mortuary science—course has crept up by stages from six weeks in 1910 to about two years. At such lofty-sounding institutions as Carl Sandburg College, Malcolm X College, or Vincennes University, one may earn an Associate in Applied Sciences degree.
Or one may get a diploma in funeral service in just forty weeks at the National Education Institute of New England; among the sixteen ten-week courses one must take there are “Issues and Concerns for Modern Professionals,” “Marketing and Merchandising in Funeral Service,