The emergence of social media and other online content as advertising has sped up the pace and broadened the sources of advertising, making compliance with evolving law more difficult to manage. While the basic tenets of advertising law remain unchanged – advertising must be truthful, fair, substantiated, and not misleading – they must be applied at a frenetic pace to comply with detailed rules specific to various emerging media. Because it can be impractical for all advertising to undergo legal review before publishing, companies should develop best practices and train marketers to adhere to them.

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