Qualifications are essential to many of the ads consumers see, hear and respond to. They’re the additional pieces of information that ensure consumers properly understand the headline or central (primary) claims being made.

We’ve refreshed our guidance on the use of qualifications in non-broadcast media to help marketers to get it right. Qualifying your primary claims effectively is, in many cases, the difference between the ASA deciding whether an ad has breached the CAP Code or not.

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