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Q.What evidence must a company have to support its advertising claims?
A.Advertising laws enforced by the federal trade commission (FTC) require all companies have a "reasonable basis" for their express and implied service or product claims. The advertising laws define a "reasonable basis" as objective evidence to support the claim. The kind of evidence will depend on the claims being made. At a minimum, advertising laws require the advertiser to have the kind of evidence it claims to have. For example, the statement "Two out of three doctors recommend XYZ" must be supported by a reliable scientific survey, test, or study to that effect.
All business should also be aware that advertising laws do not condsider letters from satisfied customers sufficient evidence to substantiate any health or safety claim.
Be aware of advertising laws when you create an ad campaign, ad, online advertising, service claims, and product claims
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