In evaluating claims made in advertisements and marketing communications, one of the principles the FTC uses in the evaluation is substantiation, which means the firm must be able to prove or backup any claim with independent, scientific evidence.

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In evaluating claims made in advertisements and marketing communications, one of the principles the FTC uses in the evaluation is substantiation, which means the firm must be able to prove or support any claim. It does not necessarily have to be independent, scientific evidence.

In Evaluating Claims Made in Advertisements and Marketing Communications, One