Holly A. Melton

Partner | She/Her/Hers

Overview

Notably ranked in Chambers USA for both Advertising Litigation and Transactional & Regulatory, Holly Melton’s practice focuses on defending 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, and counseling clients to avoid such proceedings.

Regarding the counseling aspect of her practice, Holly advises clients on compliance with Section 5 of the FTC Act and related 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. Holly also counsels clients regarding compliance with various FTC rules including the Made in USA Rule, the Restore Online Shoppers' Confidence Act (ROSCA), the Mail Order Rule, the INFORM Consumers Act, the Telemarketing Sales Rule (TSR), and the Textile Fiber Products Identification Act and Rules. In addition, Holly helps clients ensure that their advertising claims are appropriately substantiated and include all necessary disclaimers. This often requires delving into complicated scientific testing and raising issues that have been the subject of prior disputes she has handled. She also advises clients on compliance with state laws governing advertising and marketing practices, including state automatic renewal laws and Unfair and Deceptive Trade Practices statutes.

Holly approaches her counseling practice with a unique perspective because she has also handled a large number of advertising disputes. Specifically, Holly has substantial experience with initiating and defending competitive challenges before the National Advertising Division of the Council of Better Business Bureaus. She also has significant expertise in initiating and defending advertising disputes in state and federal court, including Lanham Act false advertising litigation and consumer class actions. Oftentimes, these disputes require consumer perception surveys. Holly has a great deal of experience in helping to craft and interpret the results of these types of surveys.

Placing high value on understanding clients' businesses, Holly stays abreast of client industry developments, as well as those in the fast-paced advertising industry. She is a member of the Antitrust Law Consumer Protection Section of the American Bar Association and the New York City Bar Association. She also regularly speaks on hot topics pertaining to advertising and marketing issues. In addition to her busy advertising practice, Holly devotes time to pro bono cases. For example, she has assisted a non-profit in protecting minority voting rights. She has also helped draft an Abuse and Molestation Prevention Policy for a youth development non-profit. Holly also represented a Venezuelan individual seeking asylum due to abuses suffered in his country of origin based on his sexual orientation.

Holly is a co-chair of Crowell & Moring’s Advertising and Brand Protection Group, a member of our firm’s ESG Advisory Group, and a partner in the New York office.

Career & Education

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    • University of Texas at Austin, B.A., summa cum laude, government, 1997
    • University of Houston Law Center, J.D., cum laude; Candidates Editor, Houston Journal of International Law, 2000
    • University of Texas at Austin, B.A., summa cum laude, government, 1997
    • University of Houston Law Center, J.D., cum laude; Candidates Editor, Houston Journal of International Law, 2000
    • New York
    • U.S. District Court for the Southern District of New York
    • U.S. District Court for the Southern District of Texas
    • New York
    • U.S. District Court for the Southern District of New York
    • U.S. District Court for the Southern District of Texas
  • Professional Activities and Memberships

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

    Professional Activities and Memberships

    • American Bar Association, Section of Antitrust Law: Consumer Protection
    • New York City Bar Association
[Holly] is strategic and a really strong writer. She's also trusted because she doesn't shy away from telling clients difficult things.

— Chambers USA 2023, Advertising: Litigation Client

Representative Matters

  • Resolved an FTC investigation on behalf of a global retailer involving allegations that rayon products were advertised as containing bamboo and having properties associated with bamboo, including environmental benefits.
  • Obtained a closing letter from the FTC in connection with an investigation into Made in USA claims.
  • Negotiated the favorable resolution of an FTC enforcement proceeding involving Made in USA claims on behalf of a consumer products company.
  • 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 an FTC enforcement proceeding against a VOIP telecommunications provider alleging assistance and facilitation of TSR violations.
  • Litigated a Lanham Act false advertising case against a major alcoholic beverages company based on a competitor’s Super Bowl commercial.
  • Defended a large telecommunications company in a Lanham Act false advertising litigation initiated by a competitor.
  • Helped defend and ultimately settle a putative class action alleging non-compliance with California’s automatic renewal law.
  • Settled a putative class action on behalf of a well-known apparel company alleging false advertising and unfair competition regarding the labeling of textile items.
  • Settled a putative class action on behalf of a UK-based snack foods company with U.S. operations alleging false advertising and unfair competition in connection with the packaging of a grocery item.
  • Initiated and defended numerous NAD challenges and NARB appeals on behalf of a major telecommunications company involving advertising claims.
  • Successfully challenged a popular advertising campaign for a veterinary pharmaceutical product on behalf of the manufacturer of a competing product, including an appeal to NARB.
  • Successfully challenged an advertising claim for a tax preparer against a competitor touting a #1 rated claim based on evidence that merely measured the number of reviews.

Recognition

  • Chambers USA, Advertising: Litigation – Nationwide, 2021-2023
  • Chambers USA, Advertising: Transactional & Regulatory – Nationwide, 2023
  • The Best Lawyers in America, Advertising Law, Media Law, 2021-2023
  • Legal 500 United States, Media, Technology and Telecoms: Advertising and Marketing: Litigation, 2022, 2023
  • Legal 500 United States, Media, Technology and Telecoms: Advertising and Marketing: Transactional & Regulatory, 2021, 2023
  • National Law Journal, Media & Advertising Trailblazers, 2023
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