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>> Marketing >> The Truth In Advertising
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. 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.
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