| Most of us have seen at least a dozen different | | | | However, the FTC has many guidelines to help you |
| toothpaste commercials that claim, "Three out of | | | | find truth in your advertising: *Before you run an ad, |
| four dentists recommend...." You may have | | | | you have to have a "reasonable basis" for your |
| wondered, as I did, how each of these claims could | | | | claims. A "reasonable basis" is objective evidence that |
| be possibly be true. They are based on statistical | | | | supports the claim. At a minimum, an advertiser must |
| evidence, so why are there such varied results? If | | | | have the level of evidence that it claims to have. The |
| you listen to advertising, there seems to be no clear | | | | statement "two out of three doctors recommend..." |
| consensus on which health-related products--aspirin, | | | | must be supported by a reliable survey. *If the ad |
| cough syrup, antihistamines--are the best. They are all | | | | isn't specific, the FTC looks at several factors to |
| recommended by 3 out of 4 professionals. Is it | | | | determine what level of proof is necessary, including |
| possible they are making false claims? The truth is | | | | what experts in the field think is needed to support |
| that they are all telling the truth. When it comes to | | | | the claim. *Ads that make health or safety claims |
| marketing a health product, the FTC (Federal Trade | | | | must be supported by "competent and reliable |
| Commission) is always watching to make sure | | | | scientific evidence" - tests, studies, or other scientific |
| advertisers never tell a lie. Statements such as | | | | evidence that has been evaluated by people qualified |
| _____ reduces the risk of cancer, ______ | | | | to interpret it. Any tests or studies must be |
| removes harmful toxins from your water, or _____ | | | | conducted using methods that experts in the field |
| fights plaque and reduces gingivitis, must all be | | | | deem acceptable. These are just a few of the |
| substantiated. In other words, the products must do | | | | guidelines to consider when making an advertising |
| what they claim. To avoid the wrath of the FTC, it is | | | | claim. But don't be too worried. As long as you tell |
| always best to tell the truth about your product or | | | | the truth, the whole truth, and nothing but the truth, |
| service, especially in the health industry. But what is | | | | there is no reason to keep looking over your |
| truth? In subjective terms it is difficult to discern. | | | | shoulder. |