After witnessing all the publicity that Quiznos received through its user-generated advertisement contest (see Ethical Perspective 18.1), Giant Giovanni's Subshop has decided to give Quiznos a little taste of its own medicine. It wants to host a contest for user-generated videos that say why Giant Giovanni's subs are even better than Quiznos subs. It plans to have even better prizes and better exposure for the contestants' submissions. In order to avoid lawsuits, the board of directors has asked its director of marketing, Dorota, to draw up a set of rules of conduct for appropriate submissions as well a series of additional strategies for diminishing the prospect of liability. Dorota needs help. How would you advise her?