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.
Superlative claims may be either fully superlative, for example, “Superior Cleaning Compared To An Ordinary Toothbrush” (Colgate-Palmolive, 18 July 2001) and “Greater cleaning efficiency” (Argos Ltd, 21 April 2004) or top-parity claims, for example, “Nothing washes whiter than X”. Either way, marketers will be expected to substantiate the truthfulness and accuracy of a superlative claim and will need to hold documentary evidence.
Last modified : 30 July 2010