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Most of us have seen at least a dozen different toothpaste commercials that claim, "Three out of four dentists recommend...." You may have wondered, as I did, how each of these claims could be possibly be true. They are based on statistical evidence, so why are there such varied results? If you listen to advertising, there seems to be no clear consensus on which health-related products--aspirin, cough syrup, antihistamines--are the best.
They are all recommended by 3 out of 4 professionals. Is it possible they are making false claims? The truth is that they are all telling the truth. When it comes to marketing a health product, the FTC (Federal Trade Commission) is always watching to make sure advertisers never tell a lie. Statements such as _____ reduces the risk of cancer, ______ removes harmful toxins from your water, or _____ fights plaque and reduces gingivitis, must all be substantiated. In other words, the products must do what they claim. To avoid the wrath of the FTC, it is always best to tell the truth about your product or service, especially in the health industry. But what is truth? In subjective terms it is difficult to discern.
However, the FTC has many guidelines to help you find truth in your advertising:
*Before you run an ad, you have to have a "reasonable basis" for your claims. A "reasonable basis" is objective evidence that supports the claim. At a minimum, an advertiser must have the level of evidence that it claims to have. The statement "two out of three doctors recommend..." must be supported by a reliable survey.
*If the ad isn't specific, the FTC looks at several factors to determine what level of proof is necessary, including what experts in the field think is needed to support the claim.
*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 interpret it. Any tests or studies must be conducted using methods that experts in the field deem acceptable.
These are just a few of the guidelines to consider when making an advertising claim. But don't be too worried. As long as you tell the truth, the whole truth, and nothing but the truth, there is no reason to keep looking over your shoulder. Jane Jarvis knows the advantage of truth in advertising, and isn't afraid to use it.
About The Author
Jarvis is co-founder of cancercuresecrets.com, offering a controversial ebook that details the cancer cures you've never heard of, and the reasons you've never heard of them. To check out this revolutionary ebook, visit http://www.cancercuresecrets.com
Facebook Will Ban Some Businesses From Advertising...And Other Small Business Tech News This Week
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New York Post
City has spent $44M on subway, bus advertising since 2014
New York Post
The city has spent nearly $44 million advertising on buses and subways since January 2014, records show. Health Department posters promoting safe sex and social services are responsible for $42.5 million in city contracts with Outfront Media, the firm ...
Building Indiana (press release) (blog)
The Legalities of Legal Advertising
Building Indiana (press release) (blog)
Did you know that at one point in history the marketing and advertising of your legal firm or law services was actually illegal? It took a Supreme Court ruling in the late 1970's to overturn that forgotten rule, but despite the reversal, there are ...
Cannes Lions bingo: The ad industry's top buzzwords in 2018
The Cannes Lions advertising conference—okay, fine, International Festival of Creativity—takes place this week on the French Riviera. Once again, Quartz is producing a special edition of our Daily Brief email for the festival, which runs from June 18-22.
It's festive time at Cannes again, Veterans Piyush and Prasoon Pandey to be honoured this year
Cannes awards entries fall by a fifth in watershed year
The Principles of Post-Advertising
The post-advertising world is not one without advertising, but one where our use of traditional ads and brands has peaked and a new model for growth is emerging. Five areas play a key role in shaping this change — lessons from the businesses ...
Unilever Presses Digital Influencers to Drop Bots, Fake Followers
Several big advertisers have begun to use influencers more often. Procter & Gamble, the U.S., consumer products giant that competes directly with Unilever, has started to work with more of them. “We are getting others to speak on our behalf,” P&G Chief ...
Unilever takes stand against digital media's fake followers
Unilever Needs Influencer Advertising and Advertising Business Clean Its Act
Look out, Facebook and Google: Amazon is becoming an ...
While much has been said about Amazon.com Inc.'s aggressive bets on brick-and-mortar retail, health care and many other industries, the company has quietly ...
Taking a stand against sexism and racism in the advertising industry
Taking a stand against sexism and racism in the advertising industry. After being confused for a prostitute at a networking event, magazine editor Sherry Collins says she is taking an advert out to stop it happening to other women. 5m ago. Share this ...
What you need to know in advertising today - Business Insider
Until a few months ago, Marni Walden was Verizon's EVP and president of global media. And during her long run at the telecom giant, Walden helped steer ...
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