Adlaw Resources

Within the resources section you can find useful downloadable resources.

  • What Is Unfair And Deceptive?

    December 22, 2004
    The two primary standards by which the FTC and the courts judge the propriety of an advertisement are whether it is unfair or deceptive. Understanding these two standards is essential to managing an account or writing copy.

  • What Constitutes Claim Support?

    December 22, 2004
    The requirement to support product claims cuts across many areas. Unsupported product claims can lead to private lawsuits, governmental intervention and problems in self-regulation. The advertiser and its agency share the obligation.

  • Use of the Word

    December 22, 2004
    There are two rules relating to the use of the word "new" in advertising, both resulting from FTC Advisory Opinions.

  • Use of Names & Likenesses

    December 22, 2004
    Some rules must be observed when planning to use any person's name and/or likeness in advertising. Generally, the right of privacy is the right to be left alone.

  • "Free" And "Cents Off"

    December 22, 2004
    As in other areas discussed in this Primer, the FTC has adopted specific guidelines for use of the words "free," "cents off," or words of similar effect. Although not the subject of active policing by the FTC, state and local regulatory bodies that have adopted similar guidelines are more active in the enforcement area.

  • Use Of Flags, Money And Stamps

    December 22, 2004
    It is generally unlawful to use domestic (federal and state) and foreign flags in advertising. However, the incidental use of a flag, such as when it appears in front of a building being photographed, is permissible.

  • Unsolicited Consumer Ideas

    December 22, 2004
    Through the years, there have been few issues as productive of litigation against national advertisers and their advertising agencies as the handling of unsolicited ideas. Although in many, if not most, instances, the courts have rejected such claims, the amount of executive time lost in defending the claims and the legal fees incurred represent major expenditures of money and effort.

  • TV Demonstrations

    December 22, 2004
    The use of a demonstration can be a powerful vehicle to illustrate or convey a product's attributes or capabilities because it invites consumers to make purchase decisions based on what they see.

  • Testimonials

    December 22, 2004
    A consumer's or celebrity's own words are sometimes the best advertising for a product, and the use of celebrity and/or consumer testimonials is a powerful creative element.




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