July 2, 2012
Adweek quoted partner John Villafranco in an article titled “FTC Warns Advertisers About ‘Up To’ Claims” regarding new guidance from the FTC in light of a new study showing that customers tend to expect the maximum benefits advertised. Whereas some advertisers previously thought that they could warrant the claim if at least one person received the maximum result, John points out that this “safe harbor may not be so safe any more… The FTC's release highlights it is suspicious of 'up to' claims and that it is scrutinizing the data. This may mean advertisers need to do a better job of qualifying the claim or include a disclosure." The article urges advertisers to pay close attention to new developments in the standards used by the FTC.
To read the full article, please click here.