How can you create accurate advertising claims?

1 Know the rules

Different countries and regions have different laws and codes of conduct that regulate advertising practices. For example, in the US, the Federal Trade Commission (FTC) enforces the Truth in Advertising Act, which requires advertisers to have evidence to back up their claims and to avoid misleading or deceptive statements. In the UK, the Advertising Standards Authority (ASA) administers the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), which sets out the principles and rules for responsible advertising. You should familiarize yourself with the relevant rules for your product or service category, target market, and media channel, and consult with legal experts if necessary.

2 Be clear and specific

Vague, exaggerated, or ambiguous claims can confuse or mislead consumers and expose you to complaints or lawsuits. For example, saying that your product is "the best" or "the fastest" without any qualification or comparison is likely to be challenged. Instead, you should use clear and specific language that describes the features, benefits, and limitations of your product or service. For example, saying that your product is "the fastest in its class" or "the best rated by independent experts" is more accurate and credible. You should also avoid using terms that imply guarantees, warranties, or endorsements that you cannot substantiate or honor.

3 Provide evidence and sources

Consumers are more likely to trust your claims if you can provide evidence and sources to support them. This can include testimonials, reviews, ratings, awards, certifications, studies, research, statistics, or other verifiable information. However, you should make sure that your evidence and sources are relevant, reliable, and up-to-date, and that you disclose any material connections, affiliations, or conflicts of interest. You should also avoid cherry-picking, manipulating, or misrepresenting data to make your claims more favorable or impressive.

4 Compare fairly and honestly

Comparative advertising can be an effective way to highlight your competitive advantage and differentiate your product or service from others. However, you should compare fairly and honestly, and avoid disparaging or denigrating your competitors. You should compare like with like, using objective and measurable criteria that are relevant to consumers. You should also avoid making false or misleading claims about your competitors or their products or services, or implying that they are inferior or harmful.

5 Test and review your claims

Before you launch your advertising campaign, you should test and review your claims to ensure that they are accurate, clear, and compliant. You can use various methods to test your claims, such as focus groups, surveys, experiments, or audits. You can also ask for feedback from your colleagues, customers, or industry experts. You should review your claims regularly and update them if there are any changes in your product or service, market conditions, consumer preferences, or regulatory requirements.

By creating accurate advertising claims, you can build trust and credibility with your consumers, enhance your brand reputation, and avoid legal troubles. You can also deliver more value and satisfaction to your customers and achieve your marketing goals.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?