Opinion ID: 440186
Heading Depth: 4
Heading Rank: 2

Heading: Establishment of Therapeutic Claims

Text: 63 Sterling does not contest the Commission's conclusion that it made therapeutic efficacy claims as to Cope. However, it claims these representations did not include the assertion that Cope's superiority was established. 64 The Commission based its conclusion on the visual aspects of advertisements for Cope. It cited as an example a television advertisement in which an announcer discussed Cope's efficacy in conjunction with his description of important studies on pain relief. The announcer held a copy of the important studies. In the background were shelves lined with ponderous books. We agree with the Commission that the combination of the visual and oral representations was apt to convey to consumers a message of proven efficacy. 65 The Commission found Sterling could not substantiate its claim that Cope's therapeutic efficacy was established. Sterling does not challenge that finding on appeal.