Joan L. Long is retired of counsel in the Chicago and Grand Rapids offices of Barnes & Thornburg, where she was a member of the Intellectual Property Department and chaired the Advertising and Marketing Group. Joan's practice focused on intellectual property protection and enforcement with an emphasis on Lanham Act compliance and enforcement.
Joan provided clients with advice and evaluation in connection with advertising claims, including assessment of the substantiation for the claim and potential liability for false or misleading representations of both express and implied claims. Joan assisted clients in negotiating the terms of consent orders, responding to FTC subpoenas and submitting comments to the proposed FTC consent orders. She successfully defended a client's challenged environmental claim brought before the National Advertising Division (NAD) of the Better Business Bureau. She routinely advises clients on compliance with Federal Trade Commission guidelines.
Credentials
Education
- Loyola University Chicago School of Law, J.D., 1992
- Illinois State University, B.S., 1978
Bar Admissions
- Illinois (Retired)
- Michigan
Court Admissions
- U.S. Court of Appeals for the Federal Circuit
- U.S. District Court for the Northern District of Illinois
- U.S. Supreme Court