Advertising Law Tool Kit - Tenth Edition | 2022

Venable / 23 When running a CCV promotion, here are some things to keep in mind: • Start as early as possible. Registrations and/or approvals in some states can take several months under normal circumstances. • Enter into a written agreement with the charity and include state-required contractual provisions, as well as licenses for use of the charity’s trademarks. • Include the specific percentage or dollar amount going to charity in each advertisement for the CCV. Merely describing the donation generally as “a percentage of proceeds” may be considered deceptive. • Ensure consumers are aware of the start and end dates of the promotion. Take care not to flood the marketplace with more product than could reasonably be sold during the promotion dates. • Clearly indicate any maximum or minimum donation amounts that have been promised to charity. • Disclose the names of the sponsor(s) of the CCV.