Affirmative marketing [plan]

What does Affirmative marketing [plan] mean in American Law?

The definition of Affirmative marketing [plan] in the law of the United States, as defined by the lexicographer Arthur Leff in his legal dictionary is:

A requirement by the Department of Housing and Urban Development pursuant to the Civil Rights Act of 1968 that persons wishing to avail themselves of federal government funds or guarantees for real property development not only not discriminate against minority buyers and tenants, but take steps to attract members of such groups to their properties.