Holly Melton advises advertising, marketing, and consumer goods and services companies in complex investigations and enforcement matters initiated by the Federal Trade Commission, state attorneys general and other local law enforcement agencies. She also represents advertisers in initiating and defending against competitive challenges to advertising and marketing practices before the National Advertising Division of the Council of Better Business Bureaus, and in federal court. Holly also has experience defending advertisers against consumer class actions. In addition, her practice focuses on counseling clients regarding claim substantiation, necessary disclaimers and compliance with applicable laws, including Section 5 of the FTC Act, the Restore Online Shoppers' Confidence Act (ROSCA), the Telemarketing Sales Rule (TSR), the Telephone Consumer Protection Act (TCPA) and state laws governing advertising practices, including unfair and deceptive practices statutes, unfair competition and false advertising laws. Holly counsels clients regarding compliance with FTC guidance including the Green Guides, the Guides Concerning the Use of Endorsements and Testimonials in Advertising, the .com Disclosures guidance, and the Enforcement Policy on Deceptively Formatted Advertising, which governs native advertising. Placing high value on understanding clients' businesses, Holly stays abreast of client industry developments as well as those in the fast-paced advertising industry.