Issues in Supporting “Up-to” Claims
Taught by Dr. Daniel Ennis
In a 2012 settlement with windows marketers, the Federal Trade Commission (FTC) stated that"up to" and similar claims must be supported by "competent and reliable scientific evidence . . . that all or almost all consumers are likely to achieve the maximum savings claimed." Inherent in the idea behind an “up to” claim is that the product will perform differently under different conditions or that the consumer will experience different variants of the product. For example, a cleaning device may be more or less effective depending on the surface on which it is used or a drain product may depend on water hardness that may vary from one area to another. The latter example exemplifies why “up to” claims can be problematic. If a consumer happens to live in a region where there is high calcium in the water supply, that consumer may never experience the maximum benefit claimed in an “up to” statement as the claim may have been substantiated only in areas where soft water is prevalent. The FTC would require that all or almost all consumers “can” experience or “are likely” to experience the maximum benefit. In this webinar we will explore the complexity of “up to” statements when used in the context of consumer product advertising claims. We will also provide guidance on the types of experiments and data analysis needed to support or refute them.
This webinar is intended for a general audience of sensory professionals and graduate students. No detailed technical knowledge is assumed.
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