A Deep Dive into Claim Substantiation
Date
Tuesday, September 16, 2025
Time
11:25 AM - 12:40 PM
Description
From ambitious and aspirational claims to comparative claims and disclaimers, substantiation is the backbone of compliant advertising. This session will deliver a comprehensive A-Z on substantiation. Using a fictitious product as the starting point, the panelists will walk through product development and promotion, product testing and discussion with company stakeholders, and finally, how the claims fare when challenged at the NAD.
Speakers
Lynn Neuner, Partner & Global Co-Chair, Litigation Department, Simpson Thacher & Bartlett LLP
Eric Unis, Senior Attorney, National Advertising Division, BBB National Programs
Dr. Jeffrey Wilken, Assistant Professor of Neurology, Georgetown University Medical Center
Joanna Becker, Vice President and Associate General Counsel, L’Oréal USA, Inc.
Eric Unis, Senior Attorney, National Advertising Division, BBB National Programs
Dr. Jeffrey Wilken, Assistant Professor of Neurology, Georgetown University Medical Center
Joanna Becker, Vice President and Associate General Counsel, L’Oréal USA, Inc.



