Let me be a bit philosophical here and ask this question:
I know the answer would be R & D, but is it that simple?
If you watch ABC news, there was an interesting story a couple of days ago. The story centered on some health claims, made by the cereal maker Cheerios. The newscasters picked on other food makers, with their health claims. The FDA was going to pull the plug on some products. Yet here is my dilemma. How did this get past their legal department? Each major food company has one.
When I worked at Motorola, working with software products for the cell phone division, I would wear many hats. In the hat of project manager, or six-sigma black belt - no project was considered complete - without the blessing of their legal department.
On the other hand, I have seen many wonders, with alternative medicine. Last week, I had a chance to experience Qi-Gong in action (see http://www.tcmpage.com/). A Qi-Gong expert visited a mutual friend. It was a chance to experience the wonders of Qi-Gong, with a couple complimentary treatments. Yet I know there are claims I can’t legally make.
So back to my dilemma – help me out here! If the food companies have everything scrutinized by their legal department – yet the FDA voices objections (enough to pull the pug, and yank the product from the shelves), then what about the alternative health copywriter?
How do you know what you can legally say and not say, when composing copy for alternative health products?
P.S. – Join us this Sunday, for a comprehensive set of copywriting questions and answers, straight from the trenches.