For years, the direct selling industry carried a stigma of frauds and pyramid schemes, but in 2019, the Direct Selling Association decided to take control of its reputation. They enlisted the help of

When you hear a claim in an advertisement like, best in the world, you probably know that the product has not been measurably proven to actually be the best in the world. And thats okay, because th

Understanding how to present scientific evidence in a substantiation case can be difficult, especially when the data is complex or no industry standard exists. In this episode of Ad Watchers, the host

The cosmetics industry is booming and it is easy to see why: most people want to look younger, reduce the appearance of wrinkles, and feel like they are taking care of their skin. But just like claims

Consumer perception surveys are notoriously difficult to get right from what you ask, to who you ask, to how you ask it, there is a lot of room for things to go wrong. In this episode of Ad Watchers

As consumers are increasingly focused on the impact of their purchasing decisions, companies are looking to convey information on the environmental attributes of their products, services, and sustaina

Any sort of advertising claims related to health or wellness have a special place within advertising claims substantiation: all advertising claims need a reasonable basis, but when it comes to health

In the increasingly digital landscape, the influence of word-of-mouth has gone viral. Before making a purchase, consumers frequently turn to a product or services reviews and ratings. Since consumers

When you hear a claim in an advertisement like, “best in the world,” you probably know that the product has not been measurably proven to actually be the best in the world. And that’s okay, because th

Advertisers are required to have a “reasonable basis” for their advertising claims, but what is “reasonable” in terms of support and the level and type of evidence needed? In this episode of the Ad Wa