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

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