Claims Substantiation Practice: substantiate competitive advertising and packaging claims

MMR's claim substantiation practice helps clients develop reasonable proof for claims made in advertising, packaging and other types of marketing communications.

In ads, packaging and other marketing communications, companies often compare their products to competition.

Whether comparisons and other claims are expressly stated or implied, the law – and the Federal Trade Commission – views them as promises to consumers that must have a "reasonable basis" for advertising claims before the claims are disseminated.

This requirement applies to a wide variety of products, including cosmetics, food, and drugs, and to attributes including health, safety, durability, taste, and performance.

MMR™ claim substantiation studies provide objective survey results and professional advice to support claims made in advertising or packaging. These surveys may also be used to challenge a competitor's claim to superiority.

Evidence developed to support claims made in ads or packaging must be scientific and reliable. When approaching this type of research, MMR:

  • Defines appropriate competitors against which to test, including all relevant competitors.
  • Conducts the research in geographies that match the product, brand or category.
  • Develops representative samples that match customer geographies and markets, without omitting major segments or groups of customers.
  • Provides research protocols that reliably measure attributes of interest, controlling for the effect of other variables.
  • Measures efficacy in actual consumer use situation.
  • Applies appropriate statistical testing to confirm the reliability of the results.

The MMR team includes doctoral-trained researchers with the marketing, research, and legal experience for advice and research relating to claim substantiation.

Contact us today for more information

For more information, contact Bruce Isaacson by or by phone at
(818) 464-2402.

 



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