Avoiding regulatory pitfalls when advertising in a COVID-19 context

The COVID-19 pandemic throughout 2020 has dramatically impacted consumer behaviours. Many companies selling foods, medicines or other products might view this as an opportunity to adjust their marketing strategy. However, this is an area that is subject to considerable regulatory oversight and a number of companies have already been subject to significant fines for making claims that breach relevant requirements. This article explores the regulatory issues that apply to claims made in connection with COVID-19 or other illnesses. The article also identifies alternative types of claims that might more easily comply with the marketing regulatory framework for the relevant product.