Photograph of Holly A. Melton

Education

  • University of Texas at Austin, B.A. government (1997) summa cum laude
  • University of Houston Law Center, J.D. (2000) cum laude; Candidates Editor, Houston Journal of International Law

Admissions

  • New York

Holly A. Melton

,
 Partner New York
hmelton@crowell.com
Phone: +1 212.895.4258
590 Madison Avenue, 20th Floor
New York, NY 10022-2544

Holly Melton is vice-chair of Crowell & Moring’s Advertising and Media Group and a partner in the New York office. Holly focuses on counseling 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. Holly has substantial litigation experience defending clients against consumer class actions. She also represents clients 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.

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.

Representative Matters

  • Represented a lawn and garden products company in connection with a challenge to competitive advertising before the National Advertising Division.
  • Resolved an FTC investigation against a multichannel network regarding testimonials and endorsements.
  • Defended a satellite television provider in an FTC investigation and litigation commenced by the FTC alleging violations of Section 5 of the FTC Act and ROSCA.
  • Resolved a state attorney general investigation against a personal care products company alleging violations of ROSCA. 
  • Negotiated the resolution of a state attorney general investigation against a publishing company in connection with negative option marketing practices.
  • Defended a social network against unfair competition, false advertising, right of publicity, and related claims brought by various plaintiffs, as well as several state attorneys general.
  • Defended a cosmetics conglomerate in numerous class actions involving claims of false advertising and unfair competition.
  • Defended a publishing conglomerate in high-risk litigation and arbitration relating to indemnity matters arising from a corporate acquisition and a trademark licensing agreement.
  • Represented a pharmaceutical company in responding to an advertising challenge before the National Advertising Division and an appeal before the National Advertising Review Board.

Holly is a member of the Antitrust Law Consumer Protection Section of the American Bar Association and the New York City Bar Association. Holly also devotes time to pro bono cases. She represented a Venezuelan individual seeking asylum due to abuses suffered in his country of origin based on his sexual orientation. She also participated in a workshop devoted to low-income individuals looking to start businesses, advising on appropriate designations and compliance.

Holly received her J.D. cum laude from the University of Houston Law Center, where she served as the candidates editor for the Houston Journal of International Law. She received her B.A. summa cum laude in government from the University of Texas.



Affiliations

Admitted to practice: New York, Texas (inactive), U.S. District Court for the Southern District of New York, U.S. District Court for the Southern District of Texas

Memberships

  • American Bar Association
    • Section of Antitrust Law: Consumer Protection
  • New York City Bar Association


Speeches & Presentations

  • "Rules of the Road for Marketing and Advertising on Social Media," FDLI 2019 Food Advertising, Labeling, and Litigation Conference (September 26, 2019). Moderator: Holly A. Melton.
  • "FTC’s Regulatory and Enforcement Outlook," ACC In-House Counsel Conference, Anaheim, CA (January 23, 2019). Speakers: Holly A. Melton and Valerie M. Goo.


Publications



Client Alerts & Newsletters



In the News



Firm News & Announcements

Aug.16.2019 The Best Lawyers in America 2020 Recognizes 49 Crowell & Moring Attorneys, Three Selected as Lawyer of the Year
Apr.29.2019 Chambers USA 2019 Ranks 53 Crowell & Moring Lawyers and 21 Practice Areas Among Best in U.S.
Oct.22.2018 Advertising Litigator Holly Melton Joins Crowell & Moring as Partner in New York