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22 Seton Hall L. Rev. 389 (1991-1992)
From Dog Food to Prescription Drug Advertising: Litigating False Scientific Establishment Claims under the Lanham Act

handle is hein.journals/shlr22 and id is 407 raw text is: FROM DOG FOOD TO PRESCRIPTION DRUG ADVERTISING: LITIGATING FALSE SCIENTIFIC ESTABLISHMENT CLAIMS UNDER THE LANHAM ACT Charles J. Walsh and Marc S. Klein* TABLE OF CONTENTS I. Introduction ........................................ 390 II. Comparative Drug Advertising: Public Policy and Public Regulation ................................... 394 A. The Social Utility of Comparative Drug Advertising ..................................... 394 1. Consumer Education ........................ 394 2. Product Improvement ....................... 396 3. Lower Prices and More Choices ............. 396 B. The Justification for Market Intervention ........ 398 C. Direct Regulation of Drug Advertising .......... 400 D. Establishment Claims ........................... 405 III. Private Regulation of False Advertising Under the Lanham Act ......................................... 408 A. The Evolution of Lanham Act Jurisprudence .... 409 B. Elements of a Modern Lanham Act Claim for False Advertising ............................... 413 C. Injunctive Relief: The Mainstay ................. 416 IV. Scientific Establishment Claims Under the Lanham A ct .................................................. 4 19 A. The Lanham Act Establishment Claim .......... 419 B. Truth Requires Good Science, Not Good Faith . 421 C. Common Fact Patterns .......................... 423 1. No Real Science ............................. 423 2. The Abuse of Good Science ................. 424 3. Obsolete Scientific Literature ................ 425 4. Totally Unreliable Science ................... 426 5. Good Science Short of the Mark ............. 428 * Messrs. Walsh and Klein are members of Sills Cummis Zuckerman Radin Tischman Epstein & Gross, P.A., Newark, New Jersey. The views expressed in this article are solely those of the authors. The authors gratefully acknowledge the re- search and editorial assistance of Tracy O'Connor Hillman and Lynn Dolan-Del Vecchio. 389