Health Claims

Companies must support their advertising claims with solid proof.  This is especially true for businesses that market food, over-the-counter drugs, dietary supplements, contact lenses, and other health-related products.

Health Claims Legal Resources:Your Link to the Law


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Interagency Working Group on Food Marketed to Children: Preliminary Proposed Nutrition Principles

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Dietary Supplements: An Advertising Guide for Industry [PDF]

All companies – including marketers of dietary supplements – must comply with truth-in-advertising standards. This publication explains the how-tos of making sure your claims have appropriate scientific support. Read More »

Substantiation: The Science of Compliance

If advertising claims relate to health, safety or product efficacy, marketers must back them up with competent and reliable scientific evidence. Here are tips to help your business avoid a “proof goof.” Read More »

Advertising FAQ's: A Guide for Small Business [PDF]

Focusing on federal truth-in-advertising standards, this A-to-Z primer is an essential resource for businesses of any size.

Complying with the Contact Lens Rule [PDF]

As an eye care provider, you must give patients a copy of their contact lens and eyeglass prescriptions. These Q&As can help you learn more about your duties.

Dietary Supplements: An Advertising Guide for Industry [PDF]

All companies – including marketers of dietary supplements – must comply with truth-in-advertising standards. This publication explains the how-tos of making sure your claims have appropriate scientific support.

Ex(pert) Marks the Spot Sharable

Endorsements from experts – and people consumers perceive as experts – can be a persuasive marketing tool. But if your ads feature expert endorsers, you need to know about the FTC’s Endorsement Guides.

FTC’s Revised Endorsement Guides: What People are Asking [PDF]

Answers to questions people are asking about the FTC’s revised Endorsement Guides.

Last Shill and “Test”-ament Sharable

When marketers truthfully highlight test results in their ads, consumers can use the information to select products that best suit their needs. But when companies misstate studies, exaggerate the outcome, or otherwise “fidget with the digits,” they can expect to hear from the cops on the advertising beat.

Red Flag: Bogus Weight Loss Claims [PDF] [En español]

Guide for media on detecting bogus weight loss claims in ads. How to spot false claims for weight loss, and help protect your customers, your bottom line, your reputation, and the good name of your legitimate advertisers.

Reflections on Connections: The FTC’s Revised Endorsement Guides Sharable

Compensating endorsers to advertise your product or service? Knowledge of how they’re compensated could affect how consumers interpret the ad. That’s why the FTC’s Endorsement Guides require that you disclose unexpected material connections between an advertiser and an endorser.

Shutting the Door on Deceptive Endorsements: The FTC’s Revised Endorsement Guides Sharable

Do your ads feature consumer testimonials? You should know that under the FTC’s Endorsement Guides, it’s illegal to feature a “best case scenario” with a “your results may vary” fineprint disclaimer. Learn how to comply with the law by clearly and conspicuously disclosing the typical results.

Social Studies: Applying the FTC’s Revised Endorsement Guides in New Marketing Media Sharable

Using social media as part of your marketing strategy? The FTC’s Endorsement Guides explain how advertisers and bloggers can comply with the law.

Substantiation: The Science of Compliance Sharable

If advertising claims relate to health, safety or product efficacy, marketers must back them up with competent and reliable scientific evidence. Here are tips to help your business avoid a “proof goof.”

The Contact Lens Rule: A Guide for Prescribers and Sellers [PDF]

Consumers have the right to shop around when buying contact lenses – and prescribers and sellers have specific legal obligations. Are you complying with the Contact Lens Rule?

Voluntary Guidelines for Providers of Weight Loss Products or Services [PDF]

These guidelines, developed by a panel of weight management companies, medical professionals, and consumer protection groups, can help you give consumers the accurate information they need when evaluating weight loss products and services.

Weighing the Evidence: Substantiating Claims for Weight Loss Products Sharable

Marketers of diet products must support what they say with sound science. Do your weight loss claims measure up?

When You Wish Upon a Star: Celebrity Endorsements & the FTC’s Revised Endorsement Guides Sharable

Star power can be an effective tool in advertising. But if you’re using a celebrity to advertise your product or service, make sure to brush up on the FTC’s Endorsement Guides.

“Cereal” Violations? Sharable

If you make health claims about your product – especially when it comes to children’s health – take a note from the FTC’s settlement with Kellogg by learning how to substantiate your representations.