So, what's a copywriter or art director to do? If you're really concerned, you can purchase a CD-ROM from the NAD (212-705-0122); for a mere $5200, you can get information on each NAD case, every appeal before the National Advertising Review Board (NARB), and all Children's Advertising Review Unit (CARU) activity reports from 1972 on. The Better Business Bureau has a Website (www.bbb.org) that discusses various terms such as `free,' `going out of business,' and `new.' The FDC, FDA, CARU and other organizations also offer reams of guidelines.
Or you can just not worry about it all that much. "We're crafters of images and words, not product managers or legal minds," observes Sullivan. "We should be given the right information and go from there."
The most important thing, says Andy Berlin, is "to follow your own heart and brain. Go with your conscience; if it feels right, it usually is," although it's best to keep your eyes and ears open for possible prevarications.