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Advertising Claims 101: The Building Blocks of a Successfully Substantiated Advertising Campaign

Jan. 27, 2021 |


Advertising Claims 101: The Building Blocks of a Successfully Substantiated Advertising Campaign

February 3, 2021 / 8 am – 10 am ET

This session hosted by the American Conference Institute will provide a comprehensive overview of both the content and terminology used to support claim substantiation for product and service advertisements, as well as the higher standards applied to comparative claims. Whether you are new to the industry or an advertising professional interested in a refresher, this pre-conference workshop will provide the foundation for the main conference.

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Points of Discussion Will Include:

  • When is substantiation required? Benefits of truthful claims
  • Defining key advertising terms relative to claims substantiation
  • How much substantiation is needed?
  • Differentiating between different types of claims
  • What evidence is necessary to substantiate a claim? How to examine the quality of the substantiation–it is not all created equal
  • Exploring the role of statistics and scientific evidence in the claim substantiation process
  • Examining testing requirements used to substantiate claims
  • Using experts, consumer surveys, and other extrinsic evidence to determine what an ad conveys
  • And more!


Pamela Deese
Arent Fox LLP
Partner, Intellectual Property, DC

Caleb Brian
New Product Claims Specialist, Stationery and Office Supplies Division, St. Paul, MN

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Smart In Your World
Arent Fox LLP is internationally recognized in core industries where business and the law intersect. With more than 430 lawyers and professionals, the firm provides strategic legal counsel and multidisciplinary solutions to a global roster of corporations, governments, and trade associations.