Have you ever thrown away milk because the “sell by,” “use by,” or “best before” date on the carton expired? Did it smell bad? Taste bad?
We’ve all heard ads that make “up to” claims, such as “save up to 50%,” or “lose up to 10% of your body fat.” This post describes what these claims mean and how claim substantiation...
Advertising substantiation (also known as claim substantiation) describes a process intended to provide supporting evidence for claims made in advertising, point of sale materials, brochures, packaging, and other types of marketplace communications.
In past posts about claims substantiation, such as this post entitled “Why Claim Substantiation Matters“, I have written about industries that are currently involved in debates over claim substantiation.
As far as claim substantiation is concerned, I think this case should be filed under, “Can they really say that?” You may have read in the news recently that Pom Wonderful, a marketer of pomegranate...