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Top 10 Advertising Compliance List:
Substantiate Your Advertising Claims

Description

Do you advertise on the Internet? Do you prepare e-mail ads? Mail order copy?

Whether you are a small Internet advertiser or a large advertiser, there are many things you should review first--before you place that ad. And, of course, you should consult with a legal professional before launching any advertising campaign. This article is a useful review of many of the key areas you should be looking at when you're reviewing your advertising to determine whether it's in compliance with the numerous laws, rules, regulations and guidelines affecting your ads.

Item #1. Substantiate Your Advertising Claims

You must be sure that each one of your advertising claims is substantiated before you disseminate the advertisement containing the claim(s). The Federal Trade Commission issued a Policy Statement articulating its policy as to this important advertising legal compliance area. (See FTC Policy Statement Regarding Advertising Substantiation Program, Issued August 2, 1984.)

Essentially, this Policy Statement confirms FTC's commitment to the "reasonable basis" requirement. That is, you must have a reasonable basis for your objective claims before you initially disseminate them. Be forewarned:

FTC vigorously enforces the requirement that advertisers must substantiate their express and implied claims.

Failure to possess and rely on a reasonable basis for objective claims is an unfair and deceptive act or practice in violation of Section 5 of the Federal Trade Commission Act. Numerous articles in Advertising Compliance ServiceÔ have examined this key advertising compliance law area throughout its 25-year history.

Go here next for Item #2 of Advertising Compliance Service'sÔ
Top 10 Advertising Compliance List:
"Make Sure Your Advertising Claims Aren't Deceptive".

Advertising Compliance ServiceÔ is a REFERENCE COMPENDIUM of JLCom Publishing Co., L.L.C.



 

WHO WE ARE

JLCom Publishing Co., LLC is the publisher of Advertising Compliance Service™. For over 28 years, Advertising Compliance Service™ has been the authoritative and comprehensive source of information for advertising law practitioners, advertisers and advertising agencies -- and their attorneys. In-house counsel and outside counsel alike routinely rely on Advertising Compliance Service™. One of the 27 advertising law-related topics regularly covered by this newsletter/reference service is found in Tab #5, and is entitled, "Substantiation."

JLCom Publishing Co., LLC - publisher of Advertising Compliance Service.

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