Information, news and updates on legal and regulatory activities pertaining to advertising and marketing around the globe
On April 30, 2021, the Mexican Chamber of Senators and Deputies passed a new law on “Transparency, Prevention and Combating of Unfair Practices in Advertising Contracting.” The law seeks to eliminate and prosecute non-transparent media practices between advertisers, media owners, and agencies. The law will go into effect on September 1, 2021.
Continue Reading Mexico leads media transparency efforts with new law
The Ninth Circuit affirmed the dismissal of a class-action lawsuit that alleged Trader Joe’s Manuka Honey product labeling was misleading. Trader Joe’s marketed its store brand Manuka honey as “100% New Zealand Manuka Honey” or “New Zealand Manuka Honey.” Plaintiffs claimed that these labels were misleading because the honey only consisted of between 57.3% and 62.6% honey derived from Manuka flower nectar. Plaintiffs alleged that the label and ingredient list created a “false impression” that the Trader Joe’s honey contained a higher percentage of honey derived from Manuka.
Continue Reading Sweet Victory: Ninth Circuit Affirms Dismissal of Trader Joe’s Honey False Ad Suit
On June 7, 2021, the Southern District of California dismissed a case against Edgewell Personal Care, Co., alleging that defendants’ label on its “Wet Ones” antibacterial hand wipes was false and deceptive. Plaintiff brought a putative class action against defendants for making misleading representations about the efficacy and skin safety of its hand wipes. The suit was filed under the California Unfair Competition Law (“UCL”), False Advertising Law (“FAL”), and Consumer Legal Remedies Act (“CLRA”).
Continue Reading So Fresh and So Clean: Wet Ones Wipes Suit Dismissed
The National Collegiate Athletic Association (NCAA) has officially adopted interim policy changes that will allow college athletes the opportunity to benefit from their name, image, and likeness (NIL). This change comes on the heels of NCAA v. Alston, discussed here, where the Supreme Court ruled 9-0 that the NCAA violated anti-trust laws when it limited education-related benefits a college or university could offer student athletes. We previously wrote about the NCAA’s adoption of a new rule allowing elite Olympic and Paralympic athletes to have “additional training expenses” paid without jeopardizing their NCAA eligibility. This new policy goes well beyond the NCAA’s previous rule.
In May 2020, Maryland made two major moves in the sports world: it legalized sports betting and passed a law allowing college athletes to profit from their names, images, and likeness.
Continue Reading Maryland Legalizes Sports Betting and College Athletes’ Image Ownership
This CLE webinar offers a unique, inside look at how BBB National Programs’ National Advertising Division (NAD) evaluates medical devices and other health-related products and services. Our panelists will engage in a lively discussion of recent enforcement trends and challenges for manufacturers, and how companies can effectively use the NAD framework to their advantage. In addition, this event will discuss NAD guidance on self-regulation and how to use it as a tool to ensure competitors also meet the standards set by the Federal Trade Commission (FTC).
The COVID-19 pandemic has had immeasurable effects on consumers and how they engage with brands, with the elimination of in-person consumer interactions for nearly a year. As a result, some brands are taking consumers’ entrance into the metaverse one step further by developing virtual worlds that allow the consumer to engage with the brand in a whole new way. These worlds and experiences have helped brands stay connected to consumers throughout the pandemic. One such brand taking advantage of consumers’ search for new online experiences is the global skincare brand SK-II, which launched a virtual city based around iconic Japanese sights. Consumers can watch movies and get a tour of SK-II studios. Other brands have joined the virtual branded experience train. Luxury fashion house Burberry launched an interactive virtual replica of its flagship Tokyo store that allows customers to navigate around the store and buy items from its collection.
Virtual worlds and experiences have benefits beyond connecting with consumers during the pandemic. They are easily changeable and can adapt more quickly to consumer preferences and trends than a brick and mortar store can. The reach of a virtual world and experience is well beyond that of a physical one. While after more than a year of lockdowns and quarantines, consumers may be ready to interact with brands, it is also clear that the virtual brand worlds and interactions are here to stay.
Takeaway: Virtual worlds provide brands opportunities for consumer engagement and are capable of reaching a far wider audience than brick and mortar. But, in post-pandemic life, consumers’ desire to get back into the real world might cause them to shun online experiences. Time will tell.
Last week, the Department of Justice (“DOJ”) together with the Federal Trade Commission (“FTC”) announced a new civil lawsuit filed against St. Louis-based chiropractor Eric Anthony Nepute and his company, Quickwork LLC, alleging that they deceptively marketed products containing vitamin D and zinc as scientifically proven to treat or prevent COVID-19. This is the first enforcement action alleging violations of the COVID-19 Consumer Protection Act.
The COVID-19 Consumer Protection Act, passed by Congress in December 2020, prohibits deceptive acts or practices associated with the treatment, cure, prevention, mitigation or diagnosis of COVID-19. Those in violation of the new law may be subject to civil penalties, injunctive relief, and other remedies available under the FTC Act.
According to the complaint, the defendants marketed their “Wellness Warrior” vitamin D and zinc products as being just as effective as, or more effective than, the COVID-19 vaccines currently available. For example, the defendants falsely touted that their products “will prevent [COVID-19] from infecting your body”, “a ‘high dose’ of Vitamin D would help to turn COVID-19 into a ‘mild illness’”, and vitamin D and zinc “actually works better than . . . any vaccine” and, therefore, customers did not “really need a vaccine.”
In May 2020, the FTC sent a warning letter to the Nepute, warning him about unsubstantiated COVID-19 efficacy claims that he was making for other products. Despite the FTC’s warning, Nepute continued marketing his products, including the Wellness Warrior vitamin D and zinc products, as proven immunity boosters that effectively treat or prevent COVID-19, while regularly dismissing public health guidance and promoting the products as equal or better protection against COVID-19 than currently available vaccines.
The complaint asks the court to exercise a provision of the new law to impose monetary penalties and to grant a preliminary injunction to stop the defendants from continuing to make the allegedly deceptive advertising claims.
Takeaway: With the FTC’s new authority under the COVID-19 Consumer Protection Act, this lawsuit signals that the Commission will take a much more aggressive stance in policing the proliferation of consumer scams and frauds by companies touting fake drugs and treatments for COVID-19. For marketers that fail to comply with FTC warning letters, they may find themselves subject to similar suits and could face potentially significant civil penalties.
The ANA’s Law & Public Policy 1-Day Conference returns virtually to examine the ways in-house counsel can help their marketing teams “future proof” their advertising and marketing programs. From a deep dive into the new administration’s policies to cutting edge discussions on privacy, measurement, transparency, brand safety, and more, this is a must-attend conference for senior and operations level marketing and advertising lawyers who wish to stay ahead of the curve, proactively help their client, and be an insurance policy that protects their brands and fosters growth. Continuing Legal Education (CLE) credit will be offered.
The full agenda and registration can be found here.
12:45 – 1:30 pm ET: Join New York, partner Keri Bruce for I DON’T KNOW MUCH, BUT I KNOW I NEED A CONTRACT: IN-HOUSING MEDIA. In-housing is everywhere in marketing land. Marketers are “in-housing” creative and media and everything else in between. It’s happening at different speeds and in various flavors, all in the name of better, faster, cheaper, and with (hopefully) more transparency. The more digital transformation accelerates toward maturity, the more in-housing marketers will likely face. For legal counsel, that means dealing with new terms and contract puzzles that they have not had to understand and solve before. It also means dealing with marketers and procurement who are often in the same boat. When the rubber meets the road, legal will no doubt ask the business, “What are you actually buying? What does this term really mean? Have you thought about that condition? What if this consequence happens? What if that other thing doesn’t happen?” And in most cases, the business will simply respond, “I don’t know, I just need a contract.” In this session, Keri and Tom Triscari will provide practical tips for legal teams to make sure the right questions get asked before the contract gets negotiated. It all starts with a simple question: What is the trade? And how does this provider fit into the advertising ecosystem?
3:25pm – 4:25 pm ET: Join Global Diversity & Inclusion Advisor, Iveliz R. Crespo for BUILDING DIVERSE TEAMS. Studies show that diverse teams are more innovative, have higher collective intelligence, and are better at making decisions and solving problems. In this session, attendees will learn research-based strategies for successfully developing diverse and inclusive legal teams.
On April 12, 2021, Florida-based creative agency, Creative Klick Agency LLC, filed a lawsuit in the Southern District of Florida against Dan Bilzerian and his spirits company, Ignite Spirits Inc. and related companies. Creative Klick alleged that the spirits brand used its photos on various social media accounts, including those belonging to Bilzerian, and on Ignite’s websites, without the agency’s permission.
The complaint alleges that Ignite was first introduced to Creative Klick when the brand sought to hire the agency (through another agency) to produce social media marketing materials and related content, including high-end photography. The complaint further alleges that Ignite informed the agency that to help sway the brand to hire the agency, the agency should produce some sample images of one of Ignite’s vodka bottles. Creative Klick produced such a photoshoot and sent the photographs, which are registered with the U.S. Copyright Office, to the prospective client. Creative Klick argues that Ignite then re-appropriated, reproduced, and distributed copies of the photographs, and created derivative works thereof for use on both Bilzerian’s and Ignite Spirits’s social media pages without any license, permission, or approval by Creative Klick.
The complaint accuses Ignite of willful and intentional copyright infringement, contributory copyright infringement, and vicarious copyright infringement. Creative Klick seeks an order from the court requiring Ignite and its affiliates (i) to stop using copies of the photos, and (ii) to pay the agency actual and statutory damages and any profit attributable to the alleged infringement, including interest, attorney fees, and costs.
Takeaway: Photographs and other creative materials submitted as part of a pitch are subject to copyright protection. The sending of materials for presentation to a prospective client does not, in and of itself, transfer an ownership interest or license to the prospective client. Set forth how pitch materials will be treated at the outset of a relationship. This can be accomplished in a non-disclosure agreement.
