Add marketing to the list of normal business decisions that grow far more complicated as the number of coronavirus cases increases and the reactions become more intense. Contractors need to decide how much to spend on ads while watching cash flows dry up. They need to decide how much they can promise consumers without bringing accusations of misleading them.
Regulators like the New York Attorney-General have sent cease-and-desist letters to those making especially outlandish claims. This include Molekule, an air purifier manufacturer that stopped saying its units prevent coronavirus after criticism from the National Advertising Division of the Better Business Bureau.