Truth in Advertising: Research (and Knowledge) Can Keep You Out of Trouble

This webinar is brought to you by a unique collaboration between ESOMAR, the world’s leading international research association; the University of Georgia’s Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a non-profit educational institute comprising of practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada’s market research association. 

Description/Summary: 

Marketers around the world are accountable for the advertising claims they make about their products and services.  Regulations and laws dictate that claims must be truthful and not mislead, even unintentionally.  Designing and conducting specialized consumer research is a critical step in assuring advertising claims can be substantiated in a way that meets these standards.  If you are working in this space, it is imperative that you understand not only the nuanced regulations but also how to make your claims substantiation research more impervious to a challenge. 

You will learn: 

1. Why, in this global economy, there is a growing trend toward international cooperation to harmonize advertising standards 

1. What are the recent areas of focus for the agencies tasked with the promotion of consumer protection and, in some cases, the enforcement of civil antitrust law  
2. What are some key elements that require careful consideration when designing ad claim substantiation research 

Speakers

Speaker:Lisa Cooper,
Senior Vice President