Advertising Substantiation Law and Legal Definition

Advertising substantiation is a doctrine set forth by the Federal Trade Commission. The doctrine lays down that it is unfair for the advertisers and advertising agencies to put an advertisement unless the advertiser first has a reasonable belief that each claim in the advertisement is true. For example, a company that advertises that “eight out of ten individuals who tried the new product preferred it over their regular brand" must be able to prove the results that support the claim.