Dos and Don’ts Of Performance Claims
- my35 Health & Wellness Club allegedly made effectiveness claims about its Dermofibra clothing. ASA found the studies cited had not been published or peer reviewed, and were not appropriately randomized or blinded. Furthermore, no information about the statistical significance of the test results was provided. Thus, the claims made could not be substantiated, and the ads must be pulled.
- Space NK made effectiveness claims about the protection offered by its suncreams. ASA found the products had been adequately tested against nationally and internationally recognized standards, and statistical analysis showed the products did offer meaningful protection against UVA & UVB radiation. Thus, no further action was required.
- Procter & Gamble claimed its White Luxe Perfection toothpaste could remove surface stains by up to 100% within three days. The ASA found the study used as the basis for the claims was scientifically valid (even published in a scientific journal), and that the test group exhibited 100% reduction of stain at 3 and 14 days after use. The ASA felt the ‘up to’ claim was sufficiently qualified, and the ads were not misleading.
jbho: any performance claims must be substantiated by objective studies/research. And any disclaimers must be clearly and conspicuously disclosed.
Also demonstrates the importance of having an objective, independent opinion to back up any advertising claims. Additionally, the research must be timely and relevant to the claims. And well documented.
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