FEDERAL TRADE COMMISSION
Do You Post Specific Results That Consumers Can Achieve With Your Product?
An "ad claim" is a statement, express or implied, that's provable true or false regarding the superiority of the advertiser's product or service.
The challenge for marketers is that the FTC requires ad claims to be substantiated with "competent and reliable scientific evidence".
If an advertiser fails to substantiate an ad claim, the FTC views the claim essentially as "false", and therefore, subject to an enforcement action.
One of the highest-risk ad claims is the so-called "Bookends
Ad Claim" that makes a promises a specific result in a specific time period. Examples:
* Make $1,000 in your first month.
* Save 43% on your heating bills this winter.
* Lower your cholesterol 6% in 6 weeks.
Savvy consumers don't trust over-the-top ad claims and the marketers who make them. The challenge for marketers: avoid these "high risk" ad claims with smarter, more trustworthy strategies and tactics that will achieve better results.