Summary:
Marketers should hold evidence to support all objective claims made about their product. If the product is a health, beauty or slimming product, marketers should ensure that they hold rigorously controlled clinical trials that, if possible, have been conducted on humans (Clauses 3.1, 50.1 and 51.1). If no evidence is held or the evidence submitted to the ASA or CAP is considered to be unconvincing, marketers are advised to amend their claims. If no persuasive or strong evidence exists for the efficacy of the product, marketers might be told to advertise their product on an “availability-only” platform. That means ads for the product should contain no direct or implied claims about the efficacy of the product. In its most basic form, an availability-only marketing communication may contain only the product name, its price and where it can be bought.
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