claim substantiation research

Don’t Play Games with “Made in the USA” Advertising Claims

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FTC Investigates Three “Made in the USA” Advertising Claims

The Federal Trade Commission (FTC) recently announced that three sporting goods manufacturers have agreed to discontinue their use of “Made in the USA” advertising claims in advertisements, on product packaging, and in other promotional materials. Read More Don’t Play Games with “Made in the USA” Advertising Claims

When Not To Conduct an Advertising Claim Substantiation Survey

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An Advertising Claim Substantiation Survey Gone Wrong

Survey results indicating that Schmidt’s deodorant helps consumers feel dry do not substantiate an advertising claim that the deodorant absorbs wetness. That is the opinion of the National Advertising Review Board (NARB) of the Council of Better Business Bureaus Read More When Not To Conduct an Advertising Claim Substantiation Survey

[White Paper] Critical Research Steps and Core Principles of Claim Substantiation

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Claims are the foundation to convey the benefits of products and services in today’s crowded marketplace. Advertising substantiation provides supporting evidence for claims made in locations such as ads, point of sale materials, brochures, and packaging. Read More [White Paper] Critical Research Steps and Core Principles of Claim Substantiation