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Word on the Street
- NADCA CELEBRATES NEW YEAR
EARLY
The National Air Duct Cleaners Association’s revised standard
“Assessment, Cleaning and Restoration of HVAC Systems” was
published in September. The new edition, ACR 2005, immediately
replaces the 2002 edition, and certification testing on ACR 2005
will begin in March. The update gives guidance and defines
conditions under which mold remediation must be performed, in
accordance with IICRC S520. NADCA has also added better
definitions and procedures for dealing with water damage. Orders
for ACR 2005 received by Nov. 30 will earn a 50 percent discount
for members and 20 percent for non-members. Visit
www.nadca.com
to order.
- SHORT PEOPLE, BIG PROBLEM
The debate on mold and health effects heated up last month
as a study was published showing a possible link between certain
mold mycotoxins and child development. High levels of aflatoxins,
which are specific mycotoxins produced only by some strains of
Aspergillus sp., could stunt the growth of children in their
first three years, according to researchers from the United
Kingdom and the West African country of Benin. Their study
appears in the September issue of the journal Environmental
Health Perspectives.
- SCHOOLS REMINDED ABOUT
ASBESTOS
The newsletter of the U.S. Environmental Protection Agency’s
Office of Regulatory Enforcement last month contained a reminder
that schools should be inspected for asbestos-containing
building materials. The September edition of Enforcement Alert
also urged schools to prepare management plans for the reduction
of asbestos hazards. “A popular misconception is that
asbestos-containing materials were banned and removed from
school buildings years ago,” the Enforcement Office stated in a
release. “Although some schools have been able to remove
asbestos altogether, many have opted to manage
asbestos-containing material in place.” Enforcement Alert can be
read online free of charge at the
www.epa.gov/compliance/resources/newsletters/civil/enfalert/.
- GREEN HOMES TO BE AWARDED
Submissions for the 2005 National Green Building Awards are
currently being accepted by the National Association of Home
Builders. Winners of the awards, which recognize individuals,
companies and organizations demonstrating a commitment to the
ideals of green home building, will be announced at the 2005
National Green Building Conference, to be held March 13–15 in
Atlanta. Entrants are eligible to compete in seven “green”
categories, including Advocate of the Year, Program of the Year,
and the Outstanding Green Marketing Award. Visit
www.nahb.org/greenbuildingawards for more information on the
awards. Entries must be received by Dec. 15.
- DARK SIDE OF THE MOLD
The local media in Denver covered the story of three police
detectives who were treated for their exposure to vapors from a
batch of moldy marijuana. NBC affiliate 9News reported the cops
were “attempting to destroy evidence” and quoted a spokesperson
for the police saying that a “hazardous” fungus had developed on
the drug. ABC 7 and the Rocky Mountain News also picked up on
the story, adding that because a criminal case had just ended,
the police opened up the bag and were overcome by the bad smell,
making them sick. “The Old Hippy,” an online connoisseur of all
things groovy, says that while “burning [moldy marijuana] will
destroy the spores,” it is advised to “minimize the risk and
only smoke the unmoldy pot.”
- SCHOOLS DIP INTO WELL OF
HONEY
Honeywell International Inc. has settled a lawsuit with a
school district in southern Texas over HVAC systems the district
says failed, allowing mold to thrive in two campuses. As part of
the settlement reached Aug. 31, Honeywell is dishing out $15
million to reimburse the San Benito Independent School District
for the cost of a 2001 mold remediation. The payoff also factors
in interest on a loan and attorneys’ costs. The school district
told the Texas-based Valley Morning Star newspaper that it would
“break even.” A report on the settlement also matriculated in
the Pioneer Press, which operates out of St. Paul, Minn., where
some Honeywell corporate offices are located. An attorney for
the school district told the Pioneer Press that the school board
found the amount in the settlement satisfactory, although the
lawsuit had originally sought as much as $180 million. A
statement from Honeywell proclaims: “There is no basis for the
allegations of fraud and other claims made by the district, and
we believe that we would have prevailed at trial. … No mold
related to any Honeywell work has been found in any of these
schools.”
- THE RIGHT EFFECT
Delaware’s statewide ban on smoking in workplaces seems to
have worked, according to a study of eight formerly smoky
hospitality establishments in Wilmington. The study compared
indoor air pollution levels in six bars, a casino and a pool
hall taken before and after state law prohibited smoking in
those places beginning Nov. 27, 2002. “This research clearly
shows that it is far worse for your health to be a bartender or
casino dealer in a smoking-permitted establishment than it is to
be a turnpike toll collector,” says study author James L. Repace.
“These workers breathe an average of 90 percent cleaner air
after a smoke-free workplace law.” While January 2003 test
results showed indoor levels were indistinguishable from those
outdoors, indoor levels less than four weeks before the ban went
into effect were much higher. Respirable particulate air
pollution levels indoors in November 2002 averaged 20 times
those in the outdoors and were 4.6 times higher than the level
permissible under the U.S. Environmental Protection Agency’s
National Ambient Air Quality Standard. Workers there were
exposed to RSP levels 2.6 times higher than those Repace
measured on diesel-exhaust polluted streets in Boston and on
Interstate-95 in Delaware. Carcinogenic particulate polycyclic
aromatic hydrocarbons levels pre-ban were five times higher than
outdoor levels in Wilmington, and exceeded those measured at an
I-95 tollbooth at the heavily trafficked Baltimore Harbor
Tunnel. The study is published in the September edition of the
Journal of Occupational & Environmental Medicine.
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Human Rights Advocate Joins Push for Mold Bill
By Steve Sauer
A few months ago, celebrity and human rights
advocate Bianca Jagger told the press she was “homeless.” The former
wife of the Rolling Stones’ Mick Jagger had moved from her apartment
on Manhattan’s Park Avenue saying that while her landlord would not
agree to clean up the mold in her residence, her health was
worsening. After a series of phone calls to various New York City
agencies for help, she says she learned that government really has
no answer.
And with that, the human rights advocate
landed a new cause: insisting on a legislative solution to mold,
which at some estimates affects thousands of people living in the
United States alone.
“She called up every member of Congress, and
almost every one of them returned her call, some even calling her
back while they were away in Europe. She just has that much pull,”
said Joel Segal, legislative assistant to Rep. John Conyers Jr.,
D-Mich.
Conyers held a press conference Sept. 22 in
the Rayburn House Office Building, followed by a congressional
briefing to rouse support for his bill, the Toxic Mold Safety and
Protection Act, which is currently the only pending legislation in
Washington, D.C., dealing with mold.
“With Bianca Jagger’s involvement, we’re
going to get this bill passed this year,” said Segal.
Staffers of several members of Congress on
either side of the aisle attended the Sept. 22 congressional
briefing on mold. Medical professionals, indoor air quality
executives and mold survivors articulated their needs. Among them
are medical research that would determine governmental mold
guidance, a national system developing qualifications for mold
remediators, and, for some whose mold situations led to homelessness
and bankruptcy, just knowing that they are more significant in the
government’s eyes than a statistic.
“When people are less important than a
policy or the dollar bill, then humanity is lost, and when there is
neither hope nor compassion, both people and government perish,”
said Rev. Dr. George-Lucas González. Throughout his 15-minute
discourse, he grew visibly emotional as he begged Congress for
“mercy and human compassion.”
Segal explained during the briefing how
Conyers’ proposed mold legislation would rectify some of the
problems others were expressing. He presented the provisions of the
bill, which include setting up a program for the federal licensing
of mold remediators and establishing a national insurance program
specifically for it.
Rep. Eliot Engel, D-N.Y., said that while he
hopes Capitol Hill will back the mold bill, he realizes that funding
for it could be hard to come by. The national budget, he said, is
“out of whack” due to a history of “fiscal irresponsibility.” He
blamed the government for financing “tax breaks and wars” when so
many humanitarian issues like mold are never accounted for in
budgeting talks.
If passed, Conyers’ bill would also fund
medical research into the health effects of mold and requiring the
government to establish mold guidelines based on that research.
Jagger repeatedly stressed to reporters that the report issued in
May by the Institute of Medicine did not say mold is definitely not
responsible for health effects but that it stresses more research is
needed. She said Conyers’ bill provides a possible solution to that
quagmire.
“We really need to get this issue out of the
courtroom and into the public health arena,” said Dr. Simone Sommer,
a formerly aspiring student of occupational medicine whose own
personal experience with mold forced her on disability.
A few members of the medical community say
they have already been able to provide some of the precise research
science frequently declares it is lacking. Sommer plugged a new book
by Kaye H. Kilburn, M.D., titled “Molds and Mycotoxins.” According
to Heldref Publications, its D.C.-based publisher, “This book is a
compilation of 18 current, scientific, peer reviewed papers
presented in 2003 – a veritable mountain of evidence that many
mold-exposed people are indeed sick, with significant brain function
impairment.”
Dr. Ritchie Shoemaker, a former practitioner
in Maryland, took to the podium to explain two of his most recent
studies. One identifies biochemical markers in patients who
responded to treatment twice when away from an affected building,
with a relapse upon re-exposure. His other recent study concludes,
“Specific genetic, physiologic and neurotoxicologic factors can be
identified in pediatric patients that identify cases of chronic
illness due to exposure to [water-damaged buildings].” Shoemaker is
currently involved in further research to follow up on these
studies.
As part of the event, attendees received a
60-page packet titled “Mycotic Disease & Indoor Molds – A Growing
Epidemic.” “You’ll need a big box of tissues when you read this,”
said Sommer, referring to heart-wrenching first-hand testimonials
from constituents all over the country whose accounts were collected
online earlier this year.
Some prime examples of sufferer sob stories
were presented at the congressional briefing, including that of
9-year-old Andrew Gannon. With his mother in the second row, the boy
recounted that he and his family abandoned more than just their home
and all their possessions. The family’s search for mold-free living
had taken them to a different city, causing Andrew to lose touch
with his old friends.
David Fetveit, president of the Indoor
Environmental Standards Organization, spoke about the existing
standards for mold inspection and the need for assessment experts to
work by a common set of industry practices based on good science.
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Limits for Mold Unavailable,
New Guideline States
By Steve Sauer
Ever since the Institute of Inspection, Cleaning and
Restoration Certification’s December 2003 release of “Standard and
Reference Guide for Professional Mold Remediation,” sizeable attention
has been paid to its “philosophical shift away from setting numerical
mold contamination action levels.” From that point forward, all eyes
would be on any new mold documents to see how their authors would strike
a balance between IICRC S520 and previously time-honored sets of
guidelines from governmental sources whose recommendations were focused
on the size of the remediation job.
AIHA Guideline 3–2004, developed in recent months by
three technical committees of the American Industrial Hygiene
Association and published in September, is like the IICRC S520 in
several aspects. In what is one of the most prominent similarities, both
profess that levels for mold cannot be determined under present
circumstances. This belief is a flagship of AIHA’s new 18-page
paperback, titled “Assessment, Remediation and Post-Remediation
Verification of Mold in Buildings.”
“AIHA doesn’t believe it is currently possible to
define, or set, a single occupational exposure level for mold, due
largely to the current state of scientific study in this area,” states
the association’s new guidance document. “AIHA also does not believe
it’s possible for any single study to accurately delineate levels of
exposure to mold or mold by-products that may be harmful to human
health.” Generally speaking, it says, indoor mold levels should be less
than those outdoors.
Throughout the document, the term “competent
professional” refers to “specifically qualified persons [who] should be
utilized for the design and management of mold assessments, directing
others performing initial mold assessments, writing protocols for mold
remediation, and conducting post-remediation inspections.”
The definition of “competent professional” is similar
to that of “indoor environmental professional” or “IEP,” the preferred
term preferred of the IICRC S520. Like the IICRC’s “IEP,” a “competent
professional” as defined by the AIHA is not limited to the Certified
Industrial Hygienist, a designation conferred by the American Board of
Industrial Hygiene.
Such determinations within the AIHA guidance allow
qualified professionals other than certified industrial hygienists to
perform mold assessments, an admission some trade organizations offering
specific mold certifications said they welcomed.
“The AIHA committee seems to share the same opinions
and beliefs as those AmIAQ Council individuals certified in mold,” said
Charlie Wiles, executive director of the American Indoor Air Quality
Council. “The major difference between those individuals who hold only
the CIH designation and those who hold the AmIAQ Council Certified
Microbial Investigator, Consultant and Remediation Supervisor
designations is the CMIs, CMCs and CMRSs have tested specifically for
microbial knowledge and field experience.”
“This would have been a perfect opportunity for AIHA to make a power
grab on behalf of industrial hygiene and specify that everyone working
in mold assessment has to be a CIH,” said Glenn Fellman, executive
director of IAQA. “I was relieved to see that the guideline did not do
that.”
AIHA’s guidance does, however, state that “attendance
at a training course held over a period of a few days” is not sufficient
to qualify an individual to “conduct proficient mold assessments.”
Fellman said IAQA certifications are not based solely on attending a
course but also passing written exams and meeting stringent
prerequisites they say are not unlike the competencies specifically
listed by AIHA.
The AmIAQ Council, in the meantime, had already adopted a new measure
regarding training courses, “to distance ourselves from the mold
certifications offered by the neighborhood entrepreneur around the
corner,” said Wiles. “The AmIAQ Council no longer mandates study/review
courses – just the ability to pass the stringent examination and provide
verifiable evidence of microbial field experience.”
A list AIHA issued in May outlining eight competencies
people involved in mold assessment and post-remediation verification
should possess now appears as an appendix in Guideline 3–2004. According
to the appendix, labeled “Guidance on Minimum Qualifications and
Professional Competencies,” these individuals should have “a relevant
bachelor’s degree in a relevant science” and two years of full-time
employment in the professional practice.
The document also specifies three things that,
together, are “essential to developing the judgment necessary to
recognize, evaluate, develop, and implement measures controlling mold
exposures in a competent and responsible manner.” These are education,
experience and “demonstrating competency in specific areas of
knowledge.”
However, despite one’s ability to perform both
assessment and remediation, AIHA warns against the practice of
performing both, which some people in the industry call “double dipping”
and attorney Michael Bowdoin dismissed in the July issue of IE
Connections as being a “hog.”
Meanwhile, one of AIHA’s own accreditation programs
for labs is name-checked in the guidance. Labs passing the Environmental
Microbiology Laboratory Accreditation Program, the document says, meet
the requirements of the National Cooperation on Laboratory Accreditation
and are therefore fit to analyze mold samples.
Professional judgment is frequently praised in the
AIHA guidance, particularly with regard to assessment and
post-remediation verification. AIHA’s stance on professional judgment
seems to concur with the S520, which likewise relies on best practices
and professional judgment.
However, AIHA is co-sponsoring a symposium taking
place next month that seems to have a different affectation on
professional judgment. An excerpt of the text promoting the Nov. 7–9
mold symposium in Las Vegas asserts that “professional judgment is a lot
like common sense, which may be the least common of the tools that we
utilize these days. All too often neither [consensus nor numerical
levels] incorporates the qualities of ‘professional’ or ‘common.’”
Mary Ann Latko, AIHA director of scientific and
technical initiatives, said that while AIHA is co-sponsoring “Advanced
Perspectives in Mold Prevention and Control,” the association is not
“directly involved with crafting the agenda of this symposium” and that
the symposium does not necessarily reflect AIHA’s position.
The AIHA guidance contains an admission “that mold
assessment of buildings in an emerging field, and there are professional
disagreements on several issues.”
Team assessment efforts enlisting the expertise of
those in building science and the medical profession are encouraged in
the document, specifically “where the issues involved are beyond the
expertise of a CIH.” It stipulates that “the potential level of exposure
may help link the roles of the building scientist, who is focused on
causation of water intrusion, and the physician, who is focused on
potential health effects.”
The document presents basic principles and objectives
for each of the stages of assessment, remediation and post-remediation
verification. Its version of assessment relies heavily on visual
inspections. The document discourages the use of biocides “as a
substitute for mold growth removal.” Noting that the limitations of
sampling for airborne mold include misleading results, it discourages
sampling “as a primary or sole method of evaluation.” This kind of
sampling can, however, be “a valid tool,” it says.
The section on assessment weighs the pros and cons of
a few types of assessment tools: wall cavity sampling devices,
borescopes, and detection equipment such as moisture meters. It also
includes five paragraphs under the heading “Air Sample Collection and
Analysis.” One reads: “Currently, a wide range of sampling methodologies
are being employed for mold assessment.” It endorses methods recommended
by the American conference of Governmental Industrial Hygienists and
elsewhere by the AIHA.
The guidance states that in mold remediation, “Field
experience has shown that alternative approaches [to past government
guidelines] may be considered,” providing examples of when porous
contents should not necessarily be disposed of due to mold growth.
Paperback copies of AIHA Guideline 3–2004,
“Assessment, Remediation and Post-Remediation Verification of Mold in
Buildings,” are available for purchase at the association’s Web site,
www.aiha.org. Orders
are also being taken by phone at (703) 846-0794.
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New Advice: Let the Sellers of Air Cleaners Beware
Everyone knows the saying “buyer beware,” but these days, sellers may
want to exercise that same caution. This is especially true when
promoting the health benefits of air filters because a mistake could
cost a company millions of dollars. This year, Alpine Industries was
ordered to pay $1.49 million in damages after a court found that the
company did not have “competent and reliable scientific evidence” to
support health claims it made about its air filters.
Even if a company has scientific evidence, it still might not be
protected from either federal sanctions or a civil lawsuit (or both) if
the results were not precise enough or if a reasonable customer might
misunderstand the meaning. The Federal Trade Commission has looked very
closely at the health claims companies make about their air filters. A
misinterpreted claim regarding an air filter could cost a company a
great deal of money.
The first step in protecting yourself against such claims is to learn
from the FTC’s past actions.
The Federal Trade Commission
Almost any complaint can trigger an FTC investigation. News articles,
Congressional inquiries, or even letters from consumers or businesses
can set the process in motion. If the Commission believes that a
violation has taken place, it may do one of three things: enter into a
voluntary consent agreement with the company, issue an administrative
complaint, or go directly to court for injunctive relief.
If the FTC and the company can agree on a course of action, the
misrepresentation claim can be settled with a consent agreement, as long
as the company abides by the agreement. If no settlement can be reached,
the FTC can issue an administrative complaint and try the case before an
administrative judge. This administrative proceeding is much like a
civil or court trial in which witnesses testify and evidence is
submitted. If the company is found guilty, the judge can issue a “cease
and desist” order which may be appealed to the full Commission. The
third option, in which the Commission seeks an injunction in federal
court, is rare and usually only occurs when the FTC wants to stop cases
of ongoing fraud before too many consumers get injured.
The type of scientific evidence the FTC looks for was described in a
1997 Commission decision: “Competent and reliable scientific evidence
shall mean tests, analyses, research, studies or other evidence based on
the expertise of professionals in the relevant area, that have been
conducted and evaluated in an objective manner by persons qualified to
do so, using procedures generally accepted in the profession to yield
accurate and reliable results.”
Statement of Deception
In 1983, FTC Chairman James C. Miller wrote a letter to Congress
regarding the Commission’s enforcement policy against deceptive acts or
practices. The letter states that the Commission would find deception if
there is a “representation, omission or practice that is likely to
mislead the consumer acting reasonably in the circumstances, to the
consumer’s detriment.” During an investigation, the FTC looks at the
advertisement from the perspective of the “reasonable consumer – the
typical person looking at the ad.” Miller also contends that the
Commission is not looking to nitpick. Rather than focusing on certain
words, the FTC looks at the advertisement “in context – words, phrases,
and pictures – to determine what it conveys to consumers.” Of course,
something could be singled out if the Commission believes that an
individual word or phrase changed the meaning of the advertisement or
how it could be interpreted.
The FTC looks at two types of claims that advertising is deceptive:
express and implied. Express claims are direct, yet unsubstantiated,
statements made in the advertisement. Implied claims are suggestions or
hints that subtly convey unsubstantiated benefits. It is in the context
of implied claims that a single word or phrase is more likely to come
into play.
The following four cases, in which the FTC found fault for a variety
of reasons, provide examples of what the Commission looks for when it
starts to investigate.
Alpine Industries: In the mid 1990s, the FTC launched an
investigation into Alpine Industries and the company’s advertising
campaign for the Living Air Model XL15, an ozone-producing “air
purification system.” According to the FTC, Alpine Industries
“represented, directly or by implication, that when used as directed,
the Living Air Model XL15 eliminates, removes, clears, or cleans
formaldehyde, sulfur dioxide, ammonia (and several other toxins) from
(the) user’s environment.” Alpine’s advertisements never directly said
that the product cleans the air of all of these pollutants. What it did
was list all of the above as indoor air pollutants and then describe how
the purifier breaks down the “impurities in the air.” The FTC believed
that most “reasonable consumers” would make a connection between the
list and what the device does.
Also according to the complaint, Alpine, stated that the XL15 model
does not leave behind harmful byproducts in the air. The trial featured
an expert who testified that while ozone did break down some pollutants,
the product could produce other, simpler, but “even more noxious,”
pollutants. The decision led to a $1.49 million penalty derived from a
statute which contains a $10,000 penalty for each violation of a
Commission order. A district court judge “noted that if each of the
exhibits shown to the jury were to be parsed for individual
misrepresentations, there would be thousand upon thousands of
violations,” equaling millions upon millions of dollars.
AAF-McQuay: In 1997, the FTC approved a settlement with
AAF-McQuay in which the company agreed to stop making certain claims
about the effectiveness of the ElectroKlean and Dirt Demon
air-filtration systems. The commercials claimed the two air-filtration
systems remove 95 percent of household dust, pollen and lint from
household air and help relieve allergy symptoms. For certain
commercials, AAF-McQuay had tests that backed up their claims, but the
Commission determined that the tests were “not designed to measure
real-life performance as a basis for performance claims, [which]
violates basic advertising law principles.”
According to the FTC, the company put the two air-filtration systems
though two tests. The first was an “arrestance” test in which a
“relatively coarse synthetic dust” was fed through the filter and the
second was a “dust spot test,” in which the machines just filtered air.
The second test is a better measuring stick to determine how the
air-filtration systems would perform in a household environment, but,
according to the FTC, the company used the results of the first test as
the basis for its advertising claims.
Filtration Manufacturing Inc.: The FTC’s claims against
Filtration Manufacturing, Inc. were similar to the claims made against
AAF-McQuay with one major exception. Filtration Manufacturing, Inc. had
explicitly advertised that its Allergy 2000 electric air filter removed
many allergy-causing pollutants from the air. According to the FTC,
Filtration Manufacturing, Inc. did not base its claims on tests that
simulated a “real-life” situation. In 1996, Filtration Manufacturing,
Inc. settled with the FTC and agreed not to make these claims.
The FTC also claimed Filtration Manufacturing, Inc.’s use of the word
“allergy” in the name of its product was deceptive. The FTC determined
that the name “Allergy 2000” implied that the product would relieve
allergy symptoms. Part of the consent agreement required that Filtration
Manufacturing, Inc. change the name of the product.
Ford Motor Company/Young & Rubican Inc.: Fines and other legal
costs are not the only way the FTC can financially penalize a business.
For example, Ford Motor Company allegedly spent $100 million advertising
the 1995 model cars with the MicronAir Filtration System through a
campaign devised by Young & Rubican, Inc. The filtration system was
included in cars such as the Mercury Mystique and the Lincoln
Continental.
The advertisements in question stated the “MicronAir Filtration
System screens out virtually all pollen, road dust and potentially
harmful air pollutants before they enter the car.” In reality, however,
the MicronAir Filtration System was not able to screen gases or
microscopic particles. None of the advertisements ever said the
MicronAir Filtration System could screen carbon monoxide, nitrogen
oxides or other gases, but, according to the FTC, the advertisement’s
statement that the filtration system will remove “virtually all …
potentially harmful air pollutants before they enter the car” implied
such a result. The two companies and the FTC settled in 1996 with a
consent agreement.
Private Action
Even if a company signs a consent agreement, this does not ensure that
its legal troubles are over. As long as the company no longer uses the
improper language, it is safe from the government, but not protected
from a civil suit.
The federal government and each of the 50 states have unfair trade
practice statutes, which could result in criminal or civil penalties.
The wording of the statutes varies but the basic idea is to prevent
“deceptive and unfair trade practices.” These statutes provide the
government and private citizens with a relatively easy way to recover
damages, by reducing the amount of evidence needed to prove a case. In
some states, it is not necessary to prove that the defendant intended to
deceive or even that the consumer relied on the disputed claim. Some of
these statutes can result in an award of double or triple damages, plus
attorney’s fees, for successful lawsuits. A company’s deceptive
statements, which initially led to the FTC investigation, could also
make the company liable for misrepresentation, negligence or product
liability claims in the future.
Protect Yourself at All Times
As is usually the case, the best way to handle legal problems is to
avoid them all together. In this case, the use of precise language in
advertising, and the preparation and retention of “scientific evidence”
to back up your claims, are the best methods to protect yourself against
legal actions.
When devising an advertising campaign, carefully look at the language
that is being used. Is it overstating your claims? Is there anything
that could be read into the advertisement that you do not want to claim?
Remember, the FTC is looking at the advertisement as a “regular
customer.” Look at your advertising the same way. Before anyone
complains, make sure you develop legally supportable data to back up the
health claims you make about your products.
Advertising is not the only way to communicate with customers.
Anticipate the health-related questions your customers might ask and
train your personnel on procedures for answering these questions.
Formulate routine pre-determined responses that clearly communicate
and permanently document your communication. The first thing to do when
answering a health-related question is to make sure you are within your
area of competence. If you do not have an answer, avoid suggesting one
that may not work. Use this process of formulating responses as an
opportunity to develop a better marketing approach. Help your potential
customer to find an answer.
We recommend that our clients analyze their legal vulnerabilities by
conducting a “liability audit.” A liability audit evaluates four basic
areas: the company’s corporate structure, the company’s policies, the
staff’s actual business practices, and the company’s insurance program.
As a result of this process, a business owner appreciates the company’s
legal risks and can determine the costs and benefits of taking
protective steps. These protective steps not only reduce the risk of
financial harm, but typically also result in the business running more
efficiently and more profitably. Use care, however, in documenting
potential liability that you do not intend to address, as this may
become evidence against you. Utilizing the expertise of any attorney in
the liability audit process will provide the benefits of both a better
result and confidentiality.
As the referee instructs boxers before each match: “Protect yourself
at all times.” This admonition is crucial for the legal well being of
any company and is certainly good advice for those who earn their living
making and selling air cleaners.
David M. Governo has over 20 years of experience in helping
clients prevent and resolve indoor air quality problems. His firm
advocates for individuals and companies in local and national litigation
and counsels them in business planning, such as risk management and
regulatory compliance. Governo can be reached by e-mail at
dgoverno@governo.com or by
phone at (617) 737-9047.
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