Truth in Advertising 101
Why don’t exaggerated or boasting claims made in advertising, known as puffery, require a reasonable basis of evidence?
Express and Implied Claims
What is the difference between an express or implied claim and does an advertiser need to have evidence to support both?
Who Makes the Rules?
Who actually makes the rules about what is and isn’t truthful and transparent advertising?
The Reasonable Basis Standard
Advertisers must be able to support their advertising claim with evidence, but what is “reasonable”?
Clear and Conspicuous Disclosures
The “Four Ps” that guide proper advertising disclosures: prominence, presentation, placement, proximity.