Today, water filter brands can either rise to the top or sink to the bottom of consumer consideration based on marketing claims. A strong brand value proposition coupled with a differentiating marketing claim can help catapult products off the shelf. A weak, invalid or unsubstantiated claim can cause a brand to suffer greatly, and negatively impact sales or brand reputation. So, what are the areas to be considered when working to develop marketing claims?
Truth in Advertising
Let us start with rules and regulations. The Federal Trade Commission (FTC) has guidelines under the FTC Act that state advertising must be truthful and non-descriptive; advertisers must have evidence to back up their claims; and advertisements cannot be unfair.
In relation to claims, the FTC looks at both express and implied claims. Express claims are ones that are directly stated in the advertisement. For example, “XYZ water filter prevents getting sick from public water” is an express claim. Implied claims are made indirectly or by inference, such as “ABC water filters remove bacteria that can cause sickness.” In both instances, there must be sufficient evidence to support the claims’ validity.
In most cases, advertisements that make health or safety claims must be supported by “competent and reliable scientific evidence,” according to the FTC. They can be in the form of tests, studies or other scientific evidence that have been evaluated by qualified professionals. In addition, any tests or studies must be conducted using methods that field experts accept as accurate. This can be done through internal testing and validation or through a non-biased, third-party testing company.
This article was originally published in WQP Magazine by our very own Amanda Fisher, Business Development Manager, UL Water. To read the full article, visit this link.