Definition Edit

Substantiation refers to evidence to back up an advertising claim.

Overview Edit

Before disseminating an ad, advertisers must have reasonable support for all express and implied objective claims that the ad conveys to consumers. When an ad lends itself to more than one reasonable interpretation, there must be substantiation for each interpretation. The type of evidence needed to substantiate a claim may depend on the product, the claims, and what experts believe is necessary. If an ad specifies a certain level of support for a claim — tests show x — the advertiser must have at least that level of support.[1]

References Edit

  1. Dot Com Disclosures: Information About Online Advertising, at 20 n.12.

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