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.