Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.


The level of evidence needed to support different types of claims will largely depend on the context in which they appear and how the ASA believes consumers will interpret them. Obviously, marketers should not make claims that are likely to mislead consumers and should ensure they hold evidence for claims capable of objective substantiation, but sometimes the way a claim was intended by the marketer is not the way it is understood by the consumer. Because context is so important, the entries in this section should be considered as a guide rather than a definitive answer on how claims will be interpreted and the level of evidence, if any, needed to support them.


See Types of claims: “Leading”, Types of claims: “No.1”, Types of claims “Only” and “One and only”, Types of claims: “Premier”, Types of claims: “Safe”, Types of claims: Comparative, Types of claims: Subjective or Objective superlative, Types of claims: Superlative, Types of claims: Parity and Top parity, Types of claims: Unsubstantiable.


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