Claim

In the context of marketing, a claim refers to a claim that a company or brand makes about the features, benefits or qualities of their products or services. These claims aim to capture the interest of potential customers and convince them that the product or service is worth buying. Claims can range from technical specifications and performance features to emotional benefits and unique selling points.

The importance of substantiated claims

Claims are often used in advertisements, product packaging, websites and other marketing materials to inform and persuade consumers. However, it is important that the claims a company makes are accurate and substantiated to avoid misleading consumers. Many countries have laws and guidelines that regulate what companies can and cannot claim in their marketing statements to ensure fairness and transparency.