One of the biggest challenges in the dietary supplement industry is handling marketing and advertising. Marketers must build a strong campaign to differentiate their product from their competitors. They seek to find ideas and words to tout the benefits of their product through advertising. However, they must also comply with the laws and requirements for appropriate advertising. Within the US, the Federal Trade Commission (FTC) and the Food and Drug Administration (FDA), are responsible for enforcing the laws and regulations that dictate the boundaries of what the company can say when selling its products.
Supplement marketers must ensure that anyone involved in promoting products is familiar with basic FTC advertising principles. The FTC has taken action not just against supplement manufacturers, but also, in appropriate circumstances, against ad agencies, distributors, retailers, catalog companies, infomercial producers and others involved in deceptive promotions. Therefore, all parties who participate directly or indirectly in the marketing of dietary supplements have an obligation to make sure that claims are presented in a compliant manner.
On Day 1, you will gain an in-depth understanding of the FDA and FTC requirements for advertising and promotion of dietary supplements. Hands-on activities will allow you to use this understanding to evaluate promotional claims for compliance and discuss ways to turn non-compliant pieces around while still delivering a strong and robust marketing message.
On Day 2, we will discuss the elements of appropriate supportive evidence for making claims. You will gain practical experience by evaluating the supportive evidence behind proposed claims to determine if it is acceptable. Cases of non-compliance and the associated penalties will be reviewed. And, strategies for implementing an effective, internal review and approval process to ensure compliance will be discussed.
After taking this seminar, participants will be able to understand:
- How to develop compliant advertising claims
- Level of support necessary for various types of claims
- How to transform non-compliant claims
- Approaches to implementing a review and approval process for proposed advertising
- Understanding the laws and regulations that govern advertising and promotion of dietary supplements
- Learn to transform non-compliant messages into compliant messages
- Hands-on practical experience in evaluating supportive evidence for appropriateness
- Implement programs and strategies to ensure compliance and negative regulatory actions
- FDA and FTC requirements for advertising and promotion
- How to evaluate promotional claims for compliance
- How to turn non-compliant pieces around while still delivering a strong and robust marketing message
- The elements of appropriate supportive evidence for making claims
- How to evaluate the supportive evidence behind proposed claims to determine if it is acceptable
- Review cases of non-compliance for learnings
- How to implement an effective, internal review and approval process
Who will benefit:
- Regulatory Affairs
- Legal Reviewers
- Advertising agencies who support dietary supplements
- Medical Reviewers
- Management Decision Makers
- Employees involved in the preparation and review of marketing materials