1. Assemble your team early. Each of the disciplines that relate to the viability of a product should be present at the outset, including regulatory affairs, nutritionists, public relations/consumers affairs, operations, scientific consultants and legal. A broad spectrum of perspectives will help identify issues early on.
An effective legal/regulatory role is not “sales prevention,” but provides the team with a realistic understanding of the confines and opportunities presented within the regulatory framework relating to a particular type of product or claim. Often, there are many ways to get to the same result. An appreciation of the regulatory parameters in a given area allows a marketer to reach that end result more efficiently and effectively. In cases where an approach is simply not supported by the relevant law, it is important to make this determination as early as possible.