The Metaverse: What Every Advertising Attorney Needs to Know About Substantiating Claims in the New Virtual Marketplace

The metaverse, a universal virtual world, is a huge development for the brand-consumer interface including the way that brands in nearly every industry advertise. The metaverse offers consumers digital product experiences with no physical product exchanging hands. However, this brave new virtual world may present a whole universe of legal challenges for advertisers and marketers especially in the sphere of claims substantiation. Fenwick trademark litigation chair Eric Ball and other professionals will discuss these key topics:

• Understanding the framework of the metaverse and its legal implications for advertising and marketing
• Measuring what sufficient substantiation is for ad claims made in the Metaverse
• Exploring IP challenges with the metaverse and how this affects claims
• Diagnosing ownership rights and endorsement challenges and how this may affect claims in the metaverse
• Examining the use of advertising claims in Metaverse gaming platforms
• Understanding “real” world versus “virtual” world regulations
• Assessing how key agencies and consumer groups will view Metaverse claims