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Dare to Compare: Guide for Comparative Claim Substantiation

Comparative advertising claims can equally set businesses apart and ignite legal issues. Legal disputes are often drawn out, and difficult to navigate without assistance. But navigating the laws of comparative advertising doesn’t have to be such a difficult process. Understanding the standards for research evidence to support comparative claims can save you months of duress. Based on the recently released international text, three of the ‘Dare to Compare’ authors will walk you through the steps of managing claim substantiation, through authoritative opinions and real world examples.

View the recording and learn how to:

  • Identify alerts to potential competition issues and legal concerns
  • Navigate accepted industry standards and practices
  • Implement standards governing research evidence in support of advertising claims


Dr. Ruth Corbin, Chair, CorbinPartners Inc.

David Mellan, Co-Chair, Advertising Disputes and Retail & Consumer Brands, Loeb & Loeb LLP

Rebecca Bleibaum, President/Chief, Sensory Intelligence, Dragonfly SCI, Inc


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