Kristin Cobb*

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The NAD has a history of closely scrutinizing advertisements that include #1 claims to ensure consumers are receiving complete and accurate information.  #1 claims under NAD’s view are not puffs but convey the message that a product is the bestselling brand in the United States, unless other appropriately qualifying information is provided. Typically, when an advertisement includes a #1 claim, the NAD will expect to review market data, sales information, and/or consumer perception data to…