Sometimes a headline claim can convey everything a consumer needs to know about a product. Sometimes, though, there are additional terms and conditions that consumers need to know before they choose to make a purchase. This information should be included in the ad as a qualification to the primary, headline claim. This Advertising Guidance explains that qualifying claims should not contradict the primary claims that they are clarifying. It lists variables that might determine how prominent a qualifying claim needs to be. It introduces the concept of a "qualifying ladder" and gives guidance on the use of asterisks and footnotes.



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