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What responsibility does a reasonable consumer have to check the back label of a product they are purchasing? And when is the front of the package so clear—or so misleading—that disclosure elsewhere won’t cure it? In this session, partner Amit Rana and associate Antonia Stabile will explore the evolving standards for front-label clarity under false advertising and consumer protection laws, including recent Ninth Circuit decisions (Whiteside v. Kimberly Clark and McGinity v. Proctor & Gamble) that sharpen the boundaries between actionable deception and acceptable ambiguity. Advertising professionals, brand managers, and legal counsel will gain practical insight into when front-of-pack claims stand alone, when they require qualification, and how courts assess contextual cues like asterisks, imagery, and industry knowledge.