Partner John E. Villafranco spoke at the National Advertising Division Annual Conference on October 5, 2009, in New York City. The event, sponsored by the National Advertising Review Council, explored the legal trends in green marketing, the challenges and opportunities of user-generated content, Federal Trade Commission focus on testimonials and endorsements, key issues in claims substantiation and the use of surveys. The conference provided attendees with practical information to enhance their ability to navigate the industry’s self-regulatory forum.

Mr. Villafranco spoke on a panel titled, “From the Lab to the Claim: Issues in Product Testing.” This session examined the role of industry standards versus proprietary testing, explore product claims based on ingredient testing and consider how to approach claims when the scientific evidence falls short of the “competent and reliable” standard.