The claims made in an advertisement are most usually the selling points of that particular advertisement. This means in essence when the claims made are deceptive then the whole advertisement campaign loses integrity and does not allow the consumer to make informed decisions before buying the product or service. That being said it is important for all businesses to ensure that they have FTC advertising compliance before engaging in ad campaigns. Here is how to ensure that the claims you make are legal.
Your claims should be easy to evaluate – for instance if you indicate that a certain home appliance will reduce the energy costs by say 30%, that is a claim that the consumer may not be able to evaluate on their own. Such claims are not friendly to the FTC. These claims the FTC takes as suspicious and they can call for action when found out. Instead, the ads should make claims that are subjective and can easily be judged by the consumer. For instance if an ad says that a certain product tastes great the consumer can be able to verify that for themselves. Such ads are acceptable by the FTC.
Claims about health and safety – claims on health are a major concern for FTC because they do not want products online that can cause health problems to people when used. The claims made here must be supported with solid proof. The requirement for this kind of proof is especially necessary for claims made on companies that sell food products, diet supplements, over the counter drugs and all other such health related products. The FTC ensures that products sold online will not cause harm to the consumers and that consumers are not led to buy such products by false advertising. If a product gives a claim of being safer than another also proof should be provided to substantiate that claim.
Claims about performance – where the performance of a product is claimed then the performance should be in ideal or normal conditions that the product will be used by the consumer. There should be no use of the product in certain conditions that can enhance the performance. When the claim is made then the proof can be given in terms of a demonstration or certain information that is verifiable by the consumer. You should just ask yourself –can you really buy that product?
All the claims made in the adverts should have necessary information. The FTC advertising compliance requires that the claim does not leave the consumer with a misinterpretation of the product or service. For example, if your product has ringless voicemails you should let your customers know. With the ad that you have the FTC will also look at whether you have the required evidence before you ran the ad so that it is a credible marketing and advertising campaign.