2018 Advertising Claims Support Course

The Greenbrier
White Sulphur Springs, WV
April 17-19, 2018

$1,975
(April 17-19)

Fee includes:
  • Food/beverage break refreshments and lunches
  • Group dinners
  • Course manual
  • A copy of our latest books:

    - Readings in Advertising Claims Substantiation
    - Tools and Applications of Sensory and Consumer Science
    - Thurstonian Models: Categorical Decision Making in the Presence of Noise

20% discount for each additional registrant from same organization.

The Institute for Perception offers reduced or waived course fees to non-profit entities, students, judges, government employees and others. Please contact us for more information.

This course is recommended for attorneys specializing in advertising law, market research managers, product developers, in-house counsel, sensory and consumer scientists, and packaging/product testing specialists. The instructors will be:


Advertising Claims Support: Case Histories and Principles

Comparative advertising can improve sales, but how do you address false claims or challenges made by your competitors? Claims support is a critical business focus for many companies in categories with aggressive competitors. There is a scientific and legal foundation necessary to support advertising claims.

The purpose of this course is to raise awareness of the issues involved in surveys and product tests to provide the type of evidentiary support needed in the event of a claims dispute.

The course speakers have decades of experience as instructors, scientific experts, jurors, and litigators in addressing claims with significant survey and product testing components. National Advertising Division® (NAD®) and litigated cases will be used to examine and reinforce the information discussed.

The topics covered follow. For more details, please see the course brochure and do not hesitate to contact us with any questions. Register online using our registration form where payment may be made by credit card. If you qualify for a fee discount, or would like information about payment by invoice, please contact Susan Longest at mail@ifpress.com or call 804-675-2980 before registering. Enrollment is limited.

Note: Approximately 12 credits will be sought for registrants in jurisdictions with CLE requirements. This program also qualifies for Certified Food Scientist contact hours (CH). CFS Certificants may claim 15 CH for their attendance.


Tuesday, April 17 (8am - 4pm)

8:00 - 9:00 Advertising Claims Support

  • Introduction and scope of the course
  • Claims support in product/brand development
  • Admissibility of expert testimony
  • Surveys in false advertising and trademark cases
  • Efficacy, perception, and materiality

9:10 - 10:00 Claims and False Advertising; Internal Counsel Perspective

  • Three ways an ad can be false
  • A typical false advertising lawsuit
  • Puffery, falsity, and injury: The Procter & Gamble Co. vs. Kimberly-Clark (2008), Schick vs. The Gillette Co. (2005), P&G vs. Ultreo, S.D.N.Y. (2008)
  • To sue, challenge, or negotiate - an internal counsel’s perspective

10:10 -11:00 ASTM Sensory Claims Guide

  • Review of the ASTM Claims Guide: Choosing a target population, product selection, sampling and handling, selection of markets
  • Claims: Superiority, unsurpassed, equivalence, non-comparative

11:00 - Noon Sensory and Hedonic Methods

  • Methods: Discrimination, descriptive, hedonic
  • Data: Counts, ranking, rating scales
    1) NAD Case #5609 (2013) Starbucks Corp. (Verismo Single-Serve Coffee System)
    2) NAD Case #5715 (2014) General Mills Inc. (Yoplait Blended Greek Yogurt)
    3) NAD Case #5782 (2014) MOM Brands Company (Malt-O-Meal Brand Cereals)
    4) NAD Case #5984 (2016) French’s Food Company (French’s Tomato Ketchup)

1:00 - 3:00 NAD Mock Hearing; Overview of the NAD

  • NAD mock hearing
  • Motivating Case: 3D TV
    5) NAD Case #5416 (2012) LG Electronics USA, Inc. (Cinema 3D TV & 3D Glasses)
  • Advertising self-regulation and the NAD process
  • Preparing for an NAD hearing

3:10 - 4:00 “Better” and “Greater”; Attribute Interdependence

  • “Better” and “Greater” hedonic, sensory and technical claims
  • Attribute interdependencies
    6) NAD Case #5866 (2015) Kimberly-Clark Corp. (Huggies Natural Care Wipes)
    7) NAD Case #5874 (2015) and NARB Panel #207 (2016) Chattam, Inc. (Nasacort)

Wednesday, April 18 (8am - 4pm)

8:00 - 9:00 Requirements for a Sound Methodology

  • Probability and non-probability sampling
  • The AAPOR report (American Association for Public Opinion Research)
  • Psychometric properties of the survey items
  • Reliability and validity: Ecological, external, internal, face, construct
  • Bias: Code, position
  • Task instructions – importance and impact

9:10 - 10:00 Consumer Relevance

  • Setting action standards for consumer-perceived differences
  • Linking expert and consumer data
  • Clinical vs. statistical significance
    Litigated Case: SC Johnson vs. Clorox – Goldfish in Bags, 241 F.3d 232 (2nd Cir. 2001)
    8) NAD Case #5819 (2015) Unilever US (Degree MotionSense and Degree Clinical Protection Antiperspirants)
    9) NAD Case #5974(2010) Comcast Communications, Inc. (Xfinity Internet, Television & Telephone Services)
    10) NAD Case #6025
    (2010) Bausch & Lomb, Inc. (PeroxiClear Contact Lens Peroxide Solution)

10:10 - 11:00 Test Method, Design, Location, and Participants

  • Test options: Monadic, sequential, direct comparisons
  • Test design issues: Within-subject, matched samples, position and sequential effects, replication
  • Choosing a testing location and defining test subjects
    11) NAD Case #3506 and NARB Panel #101(1999) Visa USA, Inc. (Visa Credit Card-Preferred Card Advertising)
    12) NAD Case #5425 (2012) Church & Dwight Co., Inc. (Arm & Hammer® Sensitive Skin Plus Scent)
    13) NAD Case #6041 (2016) Unilever United States, Inc. (Suave Essentials Body Wash)

11:10 - Noon Survey Science

  • Answering questions
  • Purpose of conducting surveys: Events and behaviors, attitudes and beliefs, subjective experiences
  • How respondents answer questions: Optimizing and satisficing
  • Filters to avoid acquiescence and no opinion responses
  • Survey questions: Biased, open-ended vs. closed-ended
  • Predicting primacy and recency effects
  • Motivations to optimize
  • Steps to improve survey questions

1:00 - 2:00 Consumer Takeaway Surveys

  • Consumer takeaway surveys: NAD perspective
    14) NAD Case #5849 (2015) T-Mobile USA (More Data Capacity)
    15) NAD Case #5926 (2016) Comcast Cable Communications (Xfinity Cable TV)
    16) NAD Case #6009 (2016) Epson America, Inc. (Epson EcoTank Supertank Printers)
  • Critique of cases

2:10 - 3:00 Analysis - Interpretation and Communication

  • Hypothesis testing
  • Common statistical analyses
  • Determining statistical significance and confidence bounds
  • Statistical inference in claims support
  • Communicating claim requirements to the business side
    17) NAD Case #5569 (2013) InterHealth Nutraceuticals (Zychrome Dietary Supplement)
    18) NAD Case #5695 (2014) Sergeant’s Pet Care Products (Sentry® Fiproguard)
    19) NAD Case #5755 (2014) The Procter & Gamble Co. (Olay Sensitive Body Wash)
    Litigated Case: Avon Products vs. S.C. Johnson & Son, Inc. (S.D.N.Y. 1994)

3:10 - 4:00 Test Power

  • The meaning of power
  • Planning experiments and reducing cost
  • Sample sizes for claims support tests
  • Managing Risks: Advertiser claim, competitor challenge
    20) NAD Case #3605 (1999) Church & Dwight, Co. (Brillo Steel Wool Soap Pads)
    21) NAD Case #4248 (2004) McNeil, PPC, Inc. (Tylenol Arthritis Pain)

Thursday, April 19 (8am - 3pm)

8:00 - 9:00 What to Do with No Difference/No Preference Responses

  • No preference option analysis
  • Power comparisons: Dropping, equal and proportional distribution
  • Statistical models and psychological models
  • ASTM recommendation
    22) NAD Case #4270 (2004) Frito-Lay, Inc. (Lay’s Stax® Original Potato Crisps)
    23) NAD Case #5453 (2012) Ocean Spray Cranberries, Inc. (Ocean Spray Cranberry Juice)
    24) NAD Case #6037 (2016) Mizkan America, Inc. (RAGU Homestyle Traditional Sauce)

9:10 - 10:00 Testing for Equivalence and Unsurpassed Claims

  • How the equivalence hypothesis differs from difference testing
  • ASTM requirements for an unsurpassed claim
  • The paradox of finding support for superiority, unsurpassed, and equivalence; the need for a minimum standard for superiority
  • FDA method for qualifying generic drugs: The TOST
  • Improved methods over TOST for testing equivalence
    25) NAD Case #5822 (2015) Kimberly-Clark Global Sales, LLC (Huggies® Little Snugglers Diapers)
    26) NAD Case #5829 and NARB Panel #202 (2015) Bayer HealthCare, LLC (Claritin and Claritin-D)

10:10 - 11:00 Ratio, Multiplicative, and Count-Based Claims

  • The difference between ratio and multiplicative claims; Examples
  • Why ratio claims are often exaggerated
  • Count-based claims (e.g.,“9 out of 10 women found our product reduces wrinkles”)
    27) NAD Case #5107 (2009) Ciba Vision Corp. (Dailies Aqua Comfort Plus)
    28) NAD Case #5416 (2012) LG Electronics USA, Inc. (Cinema 3D TV & 3D Glasses)
    29) NAD Case #5484 (2012) Reynolds Consumer Products (Hefty® Slider Bags)
    30) NAD Case #5934 (2016) Rust-Oleum Corp. (Painter’s Touch Ultra Cover 2X Spray Paint)

11:10 - Noon “Up To” Claims

  • Definition and support for an “up to” claim
  • FTC opinion on windows marketers
  • Analysis of an “up to” claim scenario
  • Issues in applying the FTC rule
    31) NAD Case #5707 (2014) Mars Petcare US (Pedigree® Dentastix® Chews)
    32) NAD Case #5876 (2015) The Procter & Gamble Co. (Duracell Coppertop & Duracell Quantum Alkaline Batteries)

1:00 - 3:00 Applying Course Principles and Concepts

  • Group Exercise 1: Develop support strategy for an advertising claim to include: engagement of all stakeholders, wording of the claim, design and execution of a national product test, product procurement, analysis, and report
  • Group Exercise 2: Design a consumer takeaway survey of a fertilizer package statement
    33) NAD Case #6033 (2016) Bayer CropScience US (Bayer Advanced 3-in-1 Weed and Feed for Southern Lawns)
  • Course summary and conclusion