Research on microbiomes and probiotics is generating a lot of interest among scientists and consumers. How can benefits be advertised and shared with consumers?
Adherence to regulatory guidelines is only half
the battle. In this presentation Laura Brett gives guidance for substantiating health-related advertising claims and tips for sharing a product’s unique features to ensure that all messages, express and implied,
are truthful and substantiated. She also explores consumer-relevant testing conditions and what that means in consumer directed advertising. 

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