Claim Substantiation: You Better Be Able to Prove That You Are Better, Bigger, Stronger, and Faster Than the Competition
Executive Summary
If you want to advertise that your product is better, bigger, stronger, or faster than the competition, make sure you can substantiate the claims. Proper claim substantiation requires determining how consumers will understand the claims made in the advertising and how to properly support the messages conveyed. This session will discuss the nuts and bolts of claim substantiation, including objective claims, subjective claims, testing, surveys, and distinguishing claims from puffery.
Speakers:
Barry Benjamin
Partner
Kilpatrick Townsend & Stockton LLP
Heather Howdeshell Morlock
Assistant General Counsel
Delta Air Lines, Inc.
Dan Shidlovsky
Senior Associate General Counsel
Bayer Corporation
CLE Materials
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