Tag Archives: Reasonable Basis

How Do We Step into the Shoes of the Consumer?

July 21, 2021Ad WatchersAd Watchers, Advertisement, Advertising Claim, Advertising Message, Consumer Advertising, Consumer Advertising Psychology, Consumers, Expressed Claim, Implied Claim, Reasonable Basis, Reasonable Consumer TestBBB National Programs

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When you see an advertisement, you are likely taking in much more than just the words you are presented with. The visuals, sounds, and way the language is presented can all impact the implied messages that consumers take away. In general, advertisers are required to have a reasonable basis for all messages conveyed, whether express or implied – that’s the easy part. But figuring out what message(s) are conveyed in their advertising – and therefore what messages need to be substantiated – can be hard.

In this month’s episode of Ad Watchers, Hal and La Toya walk listeners through NAD’s process when deciding what messages are reasonably conveyed by an ad under review. Later in the episode, they are joined by Professor Margaret C. Campbell of UC Riverside to provide a deeper understanding of how consumers take in and understand advertising messages. Listen now!

For more information about this episode, read the show notes here.

Episode Show Notes: What Does it Mean to Have a “Reasonable Basis” Standard?

May 12, 2021The Ad Watchers Show NotesAd Law, consumer, FTC, Pfizer Factors, Reasonable BasisBBB National Programs

During the second episode of the Ad Watchers series, hosts Hal Hodes and La Toya Sutton engage their listeners in an insightful conversation about the importance of advertisers having a “‘reasonable basis” for their claims. They dive deeper into this topic by defining “reasonable” and what this calls for regarding the level of support and type of evidence needed to substantiate a claim.

For purposes of this episode, Hal and La Toya explained that the standard for defining “reasonable” is the Pfizer Factors.

Continue reading Episode Show Notes: What Does it Mean to Have a “Reasonable Basis” Standard? →

What Does it Mean to Have a “Reasonable Basis” Standard?

May 12, 2021Ad WatchersAd Watchers, Advertising Law, Claims, Pfizer Factors, Reasonable Basis, The Accountability StudioBBB National Programs

Podcast (adwatchers): Play in new window | Download (Duration: 42:42 — 97.7MB) | Embed

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Advertisers are required to have a “reasonable basis” for their advertising claims, but what is “reasonable” in terms of support and the level and type of evidence needed? In this episode of the Ad Watchers, hosts Hal Hodes and La Toya Sutton break down the standard that helps us determine what is reasonable: the Pfizer Factors. Tune in to learn more about each of the factors that form the flexible framework for advertising law today.

For more information about this episode, read the show notes here.