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