If you have one of those pages that says the Rich Jerk is a scam artist, so you should buy this ebook instead, would there be any potential libel issues? Not just for Rich Jerk, but any sales letter that claims other products are scams, are there any libel risks?
From what I know, if you direct your finger and call a PARTICULAR product a scam, it is libel. However, if you call a GENERAL CLASS of products a scam, it is not defamatory. "All lawyers are scammers" is not defamatory but "John Hopkins, the lawyer is a scammer" is defamatory. This is just a rough example. Your defamatory issue have to pretty specific. Hope this helps.
ProjectY, I think you pretty well got it right. Almost anything but a a person or company would be a general class. Also if you say you think a person is a scammer rather than a statement that he is one, I think you'd be OK. Of course today with everyone sueing at the drop of a hat you have to be real careful. donrock