22 March 2016

Limits on Advertising Claims in the US? Check with the FTC

"Can they say that?"

You may be wondering whether the seemingly outrageous claims made by a competitor can be made despite their dubious truth value. Maybe not. 

The FTC offers guidelines for small business advertisers, and one aspect should be evident to everyone. Advertising claims that touch on health and safety will receive particular FTC scrutiny. Digital channels mean that content can be created and distributed rapidly, but not that editorial review is as obsolete as billboard ads. 

The FTC's advice:

· “In most cases, ads that make health or safety claims must be supported by "competent and reliable scientific evidence" - tests, studies, or other scientific evidence that has been evaluated by people qualified to review it.” 

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