A Food Institute Webinar Rebroadcast

Many food companies have found a new avenue to promote their products and services via the new "social media" such as Twitter and Facebook. In a recent Food Institute survey, 13% of respondents are including advertising dollars for such promotion. But what regulatory and legal repercussions might companies face in using social media outlets?

The Food Institute assembled a panel of experts from government and the private sector to discuss this up and coming means of advertising. Please join Mary Engle with the Federal Trade Commission, Violet Aldaia of Brand Edge Global, David Mallen with the National Advertising Division of the Better Business Bureau, and Richard Leighton with the law firm of Keller and Heckman for a most provocative discussion on this cutting-edge topic.

Regulating The New Social Media Webinar (Rebroadcast)- $149
*FI Members -Use Your Rewards Card And Pay Just $99 In order to view the presentation you must have Windows Media Player installed on your computer. Please Note: This file (11.0 MB) will take several minutes to download. A connection speed of 56kbps or higher is recommended.

About Mary K. Engle

Mary K. Engle directs the Federal Trade Commission's Division of Advertising Practices. The Division is responsible for regulating national advertising matters, including claims about food, OTC drugs, dietary supplements, alcohol, tobacco, and Internet services. The Division also enforces the Children's Online Privacy Protection Act, a statute regulating the online collection of personal information from children. Ms. Engle joined the FTC as a staff attorney in 1990, has held a number of management positions in the FTC's Bureau of Consumer Protection, and has served as an advisor to a Commissioner. Before joining the FTC, Ms. Engle practiced law with a firm in Washington, D.C. She received an A.B. from Harvard University in 1983 and a J.D. from the University of Virginia School of Law in 1986.

About David G. Mallen

David G. Mallen is the Associate Director of the CBBB'S National Advertising Division (NAD), the investigative arm of the advertising industry's self-regulatory organization. Mr. Mallen joined NAD in March 1999 and is responsible for the review of a broad range of national advertising campaigns in traditional and new media. In the course of analyzing complex legal, communication, and claim substantiation issues, he has resolved hundreds of advertising disputes involving food and drug products, telecommunication services, computer and Internet technology, environmental claims and consumer household products. Mr. Mallen is a popular public speaker and frequently lectures on advertising self-regulation, environmental marketing, scientific claim substantiation and sensory testing, international issues and advertising and ethics. Before joining NAD, Mr. Mallen practiced law at Kensington & Ressler L.L.C. in New York City, where he concentrated on product liability defense, business counseling and commercial litigation. He is an experienced trial lawyer with background in biological science and has represented a wide range of businesses, including manufacturers of consumer products, in all phases of litigation in state and federal court and in alternative dispute resolution. Mr. Mallen is a former member of the Product Liability Committee of the Association of the Bar of the City of New York, and served on the Committee's Scientific Evidence Subcommittee. Mr. Mallen is also the author or contributor to a number of publications, including Advertising Self-Regulation, Consumer Protection Law Developments, American Bar Association (2009); Baby Steps at NAD: The Advertising of Infant Formula, Consumer Protection Update, American Bar Association, Volume 11 No. 2 (2003) and Advertising Review 2000: The NARB Roundup, Advertising Compliance Service, Vol. XXI, Nos. 9, 10 (2001). Mr. Mallen graduated from Cornell University where he majored in Biology and Society. He is a graduate of Albany Law School of Union University and is admitted to the bars of New York State, and the Southern and Eastern Districts of New York.

About Violet Aldaia

Ms. Aldaia's brand management expertise is based on a unique blend of professional and direct-to-consumer experience on domestic, global and pan-European product launches. She has led many major global positioning and branding initiatives, such as OrthoEvra and Velcade (Johnson & Johnson) and Trocoxil (Pfizer Animal Health). Her experience includes managing the Viagra business when it reached the billion dollar mark, overseeing professional advertising, DTC, and sports sponsorships. Currently, Ms. Aldaia provides strategic leadership and multichannel solutions for clients such as Siemens Healthcare Diagnostics and Calpis, as well as various biopharmaceutical companies. She serves on the global board of the Healthcare Businesswomen's Association (HBA) as Director-at-Large, Marketing and Positioning, and was an HBA Rising Star in 2006. Ms. Aldaia holds a BS degree in biology and psychology from Georgetown University.

About Richard Leighton

Mr. Richard (Dick) J. Leighton is a lawyer who has been focusing on advertising issues for over 30 years. He is the senior litigator at Keller and Heckman LLP and has represented advertisers in many significant cases before federal and state trial and appellate courts; the Federal Trade Commission and other federal and state agencies that regulate advertising; the National Advertising Division of the Council of Better Business Bureaus, and in arbitrations and mediations. Mr. Leighton also counsels advertisers on proposed claims and other advertising practices. He also is a senior arbitrator and mediator of advertising disputes for the American Arbitration Association Commercial and Complex case Panels and the International Trademark Association/CPR Panel of Neutrals. He is a prolific writer on advertising issues, having co-authored a book on direct marketing and authored many articles in scholarly journals and the popular media. Among his most popular writings is the "15-Second Advertising Law Alert," a breezy e-mailed description of a fascinating new advertising case issued as such cases arise, but usually two to three times a week. To get on the subscription list for these alerts, contact him at Keller & Heckman with "15-SALA" in the subject field.