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FTC staff estimates that there are 100 manufacturers producing 5,000 basic models ( i.e., units with essentially identical physical and electrical characteristics) of the proposed new products (air cleaners700
In one case, our client received second- and third-degree burns over 70% of his body after an electrical contact accident
The ad for Newport Non-Menthol mimicked traditional Newport advertising, setting an expectation of a menthol or Newport-like experience. Similarly, for Newport EXP, the Newport branding, blue color scheme and fresh intensity in the ad copy prompted assumptions that the product would be a menthol-type product
Brands should manage this expectation carefully
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