Abstract:

 

Advertising claims support requires reliance on appropriate statistical treatment of the data used to make claims.  In this technical report, the importance of understanding the difference between a simple superiority claim and a quantified level of superiority is examined.  Peer-reviewed papers on the statistical issues and FDA guidance support the use of the 95% lower confidence bound to make a claim about a stated level of superiority.  Using this basis, there is a good chance that most consumers of the advertising will experience the level of benefit claimed.  Application of this statistical methodology should lead to better and more truthful advertising claims.