What is the Lanham Act? To succeed in suit under the Lanham Act,what must a company that believes its competitor is using misleading advertising prove?

The Lanham Act's main focus is trademark registration and protection,but it also gives competitors the right to sue for false or misleading advertising damaging to them.  To succeed under the Lanham Act,a plaintiff must prove that the defendant made a "factual misrepresentation" about a product or service beyond mere "puffery."