Advertising Law Tool Kit - Tenth Edition | 2022

82 / Venable Understanding False Advertising Claims The first rule of advertising compliance is that advertising must be truthful and not misleading to consumers. In addition, all material advertising claims must be substantiated. When competitors’ ads do not meet those tests, there are numerous venues in which they may be challenged. When challenging competitors’ advertising, it is critical to understand the different ways in which an advertising claim can be false or misleading. Jessie F. Beeber jbeeber@Venable.com +1 212.808.5677 Roger A. Colaizzi rcolaizzi@Venable.com +1 202.344.8051