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Marketing review and ad claims – use of a claims matrix

Most law departments are asked to review a steady stream of marketing material such as ads, packaging, catalogues, press releases, and web sites – anything making an assertion to the public in theory deserves a legal look over: “Can we say it” and “Do we have sufficient support?”

To cope and to maintain some consistent standards, some legal departments work with their marketing counterparts to develop and agree to a “claims matrix” of approved wording for the range of claims and outlets.

Software can help track claims as well as what information goes toward regulatory compliance (agency markings like those of Underwriters Lab, power ratings, and requirements of agencies or quasi-agencies like environmental groups), marketing, consumer care, etc. One law department uses software called Windchill to help with management of market-oriented claims.

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