United States:
NAD Highlights Perils Of The Common Claim
08 November 2013
Venable LLP
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Originally published at electronicRetailer
Jeff Knowles and Greg Sater
published "NAD Highlights Perils of the Common Claim" in
the November 2013 edition of electronicRetailer.
Ads that make percentage claims impress consumers. After all, a
percentage claim sounds scientific. Consumers are also impressed by
declarations of exclusivity. Nothing's better than an exclusive
item, right? But such assertions are not without risk for the
advertiser. If they lack adequate substantiation, they can be found
to be deceptive and therefore, against the law. A recent decision
handed down by the National Advertising Divisions (NAD), a
self-regulatory body administered by the Council of Better Business
bureaus, illustrates this.
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