Advertising should command consumers’ interest and improve sales, rather than draw costly legal challenges that can deplete a brand’s resources and tarnish its reputation. For this reason, brands and their legal teams should carefully review and manage advertising to reduce the likelihood of scrutiny by state and federal regulators, plaintiffs’ attorneys and competitors. Of course, aggressive ad campaigns that may trigger a challenge sometimes make sense for a brand, such as comparative campaigns against competing products or services. Campaigns for cutting-edge products or services may advertise novel capabilities or characteristics, while other campaigns may market products and services that tend to draw more legal attention, such as health, weight-loss, eco-friendly, financial and child-related products and services. For comparative, cutting-edge and other higher-risk campaigns, advertisers should shore up their defenses against, and develop an action plan for, potential challenges. To continue reading click here .