A marketing claim can appear in a headline, a product description, an image or the overall impression of a page. Before publishing, identify what a reasonable reader may understand the message to promise. Then check whether the available evidence actually supports that promise. A polished phrase should not outrun the facts behind it.
The US Federal Trade Commission says advertising claims should be truthful, non-deceptive and evidence-based. Rules differ by jurisdiction and product type, so this article provides an editorial checking process rather than legal advice. Specialised claims, including health, safety or regulated-product claims, require appropriate expert review.
Create a small claim register
For each proposed factual claim, record the exact wording, where it will appear, the evidence, the evidence owner and the review date. Add a note about relevant limits. A register can be a simple table; its purpose is to make the basis for the wording easy to find when someone edits the page.
Include claims implied by context. A photograph of a particular product beside “Included in every package” may lead readers to expect that item even if the copy never names it. Review the complete page rather than treating each sentence as isolated from its images and surrounding text.
Distinguish preference from measurement
“A clean, simple design” expresses a subjective impression. “Reduces setup time by half” is a measurable claim that needs a defined comparison and suitable evidence. Words such as “best,” “guaranteed” or “always” can suggest more than the writer intended. Ask what would need to be true for the reader's interpretation to be accurate.
If the evidence supports a narrower statement, narrow the wording. A test of one workflow does not establish a result across all customers, devices or situations. Avoid quietly converting a small internal demonstration into a universal promise. If an important condition changes the result, make it visible where the claim is evaluated.
Work through an example
Imagine a fictional scheduling tool tested by its team on one sample task. Manual entry took twelve minutes, and importing a prepared file took six. The team proposes “Cut your scheduling time in half.” That wording suggests a general user outcome that the single demonstration has not established.
A more accurate description might explain the import feature without a percentage promise: “Import an existing schedule from a supported file instead of entering each item individually.” The team can then describe supported formats and setup conditions. If it later wants a performance comparison, it needs a properly designed evaluation for the intended claim.
Check qualifications and consistency
Important conditions should be understandable and close to the claim. A vague footer cannot reliably correct a strong impression created by a headline. Check whether mobile layout, images or collapsed sections hide information the reader needs before deciding. Make sure sales emails and social posts do not amplify a cautious website claim into an unsupported promise.
Review testimonials and case examples for authenticity and permission, and route them through the relevant review process. A customer's account does not automatically establish a general result. Do not invent reviews, fill empty testimonial slots with fictional praise or imply a relationship that did not occur.
- Identify explicit and implied factual promises.
- Keep the wording and supporting evidence together.
- Check the comparison, sample and important conditions.
- Narrow claims when the evidence is narrow.
- Review the full mobile and desktop presentation.
- Set a review trigger when the product or evidence changes.
Make revision part of publishing
Assign someone to approve factual wording and someone to confirm product details. Keep an archived copy of the approved text with its evidence reference. When a feature changes or a source becomes outdated, review the affected claims before reusing them elsewhere.
This process cannot certify legal compliance. It can help a team notice unsupported language early and communicate the offer accurately. Honest, specific descriptions also give customers a clearer basis for deciding whether the product fits their needs, which is a more useful goal than making every sentence sound maximally impressive.
Sources and further reading
This original guide was prepared with AI assistance. Examples are illustrative. The edition date is an assigned date in this 2026 catalogue. See our editorial policy and report a correction.