Jeff Knowles and Greg Sater published "NAD Highlights Perils of the Common Claim" in the November 2013 edition of electronicRetailer.
Ads that make percentage claims impress consumers. After all, a percentage claim sounds scientific. Consumers are also impressed by declarations of exclusivity. Nothing’s better than an exclusive item, right? But such assertions are not without risk for the advertiser. If they lack adequate substantiation, they can be found to be deceptive and therefore, against the law. A recent decision handed down by the National Advertising Divisions (NAD), a self-regulatory body administered by the Council of Better Business bureaus, illustrates this.
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