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Consumer Perception Key Factor In NARB Fair-Trade Review

This article was originally published in The Rose Sheet

Executive Summary

In reviewing the National Advertising Division decision on Fair Trade USA’s “Certified Ingredients” logo, the National Advertising Review Board focused on the issue of consumer perception, or “how consumers could reasonably interpret a piece of advertising.” NARB’s conclusion differed from NAD’s, resulting in modifications on Fair Trade USA’s end.

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