We Said That? Building a Robust Review of Advertising Claims and Marketing Programs

Assuring advertising, external communications, and marketing programs meet applicable regulations, laws, industry standards and internal corporate policies, presents a continuing challenge to corporate counsel. Involvement of the legal department, early and often, is critical. Panelists described how to move beyond the role of Columbo (deducing what your marketing department is really up to) or Wyatt Earp (shooting down marketing’s plans). In-house counsel shared lessons learned and best practices to create robust processes and review of marketing programs and advertising claims, including process and elements necessary for advertising claims substantiation, and to lessen the risk of legal, regulatory, and competitive challenges.