What kind of evidence must a company have to support the
claims in its ads?
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Before a company runs an ad, it has to have a "reasonable
basis" for the claims. A "reasonable basis" means objective
evidence that supports the claim. The kind of evidence
depends on the claim. At a minimum, an advertiser must have
the level of evidence that it says that it has. For
example, the statement "Two out of three doctors recommend
ABC Pain Reliever" must be supported by a reliable survey
to that effect. 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. 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. In addition, any tests or studies
must be conducted using methods that experts in the field
accept as accurate.
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