Description
eLearning Course
This course has been prepared by and is presented by Lauren Aronson, a leading advertising and marketing lawyer in the USA, who handles matters relating to foods, cosmetics, dietary supplements and household products. Importantly, she specialises in social media advertising, testimonials and endorsements, and consumer reviews. Important to anyone planning to advertise their products in the USA.
Introduction
- Where do the rules come from?
- What is advertising in the USA?
- Who regulates advertising in the USA?
Basics of Claim Substantiation
- FTC: General Advertising Principles
- Step 1: Identify claims that require substantiation
- Advertising and marketing fundamentals
- Puffery claims
- Step 2: Ensure the claims are supported
- What kinds of substantiation is a reasonable basis?
- What kinds of substantiation are NEVER a reasonable basis?
- Establishment claims
- Once substantiated is not always substantiated
Disclosures
- Material information must be disclosed
- Must be clear and conspicuous
- 2012 “dot com” disclosure guides
- Updates coming
Special Types of Advertising Claims – Health Claims
- FDA vs FTC
- FTC Health Products Compliance Guide
- Competent and reliable scientific evidence
- How to conduct a good study
- Weigh the totality of the evidence
- Study relevance
Special Types of Advertising Claims – Made in USA
- Enforcement policies
- Standards
- Labelling rules
- Other laws and regulations
Special Types of Advertising Claims – Green Claims
- Environmental marketing claims
- Green guides
Testimonials Endorsements and Consumer Reviews
- FTC testimonial and endorsements guide
- Key requirements
- 2023 updates
- Disclosure of material connections
- Consumer review management
*10% GST is added if we are billing an Australian company
Course sample:
