Advertising Claim Substantiation Handbook
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The purpose of this handbook is to provide legal practitioners with an introduction to the law, principles and challenges of claim substantiation. The guide provides legal principles, examples and numerous suggestions for further research. Topics such as privacy and promotions are sometimes touched upon, but the handbook's focus is on the legal issues that relate to claims—the express and implied statements made in advertising about a product or service. The handbook draws upon the experience of some of the nation’s leading experts in advertising and consumer protection law and the contributions of attorneys within the Consumer Protection and Advertising Disputes and Litigation Committees of the ABA Antitrust Section. This handbook will assist marketers and their attorneys in navigating the uncertain waters of claim substantiation and help them in evaluating risk and providing sound legal advice on remedies, liabilities and opportunities.
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