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.
How Many Industries are Affected by Claim Substantiation?
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.
Lessons in Claim Substantiation from the Pom Wonderful Decision
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...
Standards for Claim Substantiation Surveys
“What are the standards for a claim substantiation survey?” Clients often ask this question when they are contemplating a claim substantiation survey in general. The question comes up during discussions about advertising claim substantiation or...
Why Claim Substantiation Matters
“Claim substantiation” refers to an activity that is very important for marketers, and very straightforward in concept: providing evidence that the statements made or implied about products or services are, in fact, true.