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.