General Guidelines for Agribusiness Advertising
Ice Miller can help innovators overcome critical challenges to grow successful agribusinesses. Learn more about the unique business and legal challenges facing food and agricultural innovators and how to protect and grow that innovation in our 2015 Agribusiness Guide
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Advertising that contains true statements that are not misleading or deceptive is fair and permissible to publish.
Advertising that contains false statements is not allowed.
Advertising that contains statements that are not capable of being proven either true or false (matters of opinion) but that tend to mislead or deceive at least 20 percent of the consumers who view the statements, which consumers then use that information to make a decision whether or not to purchase the good or service, is not allowed.
Advertising that contains statements that are not capable of being proven either true or false and that no one would rely on to make a purchasing decision is fair and permissible to publish.
Consumers must not be deceived by the planned advertising campaign. Agribusiness advertising campaigns should always be checked for compliance with this mandate, whether the message to the consumer is stated or implied.