John E. Villafranco provides advertising and marketing litigation, regulatory and counseling services. Mr. Villafranco’s litigation experience includes litigation versus the Federal Trade Commission (FTC) and state attorneys general, consumer class action defense in state and federal court, and Lanham Act litigation involving internet, telecommunications, fast food, dietary supplement and consumer product companies. In addition, he represents clients in regulatory proceedings and investigations conducted by the FTC and state attorneys general. He was counsel-of-record in the FTC’s 2016 Herbalife settlement. John also has 27 years of experience representing challengers and advertisers in self-regulatory proceedings before the Advertising Self-Regulatory Council. Mr. Villafranco is frequently consulted regarding issues related to industry self-regulation and he served as editorial chair on a year-long project that culminated in a report entitled Self-Regulation of Advertising in the United States: An Assessment of the National Advertising Division.