BBB National Programs President & CEO Eric D. Reicin provides opening remarks on industry self-regulation and introduces National Advertising Division Vice President Phyllis Hurwitz Marcus to welcome attendees to NAD 2025 and share information about CLE credits.  

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.

This session will address the current AI innovations driving change in marketing and confront the critical legal and ethical questions facing ad agencies, from intellectual property rights to the substantiation of AI-driven claims. Through the use of a case study detailing how U.S. Bank partnered with Supergood to leverage its proprietary AI platform, Supercharger, to develop, test, and launch a successful brand campaign, the session will demonstrate how combining AI-driven data analysis and predictive testing with human strategic and creative insight leads to not only more efficient and effective marketing outcomes, but also a more rigorous and defensible process.