Businesses should be careful of the product claims they make. But, where are product claims usually located.
General Product Claims
Many government agencies regulation certain types of product claims. For example, the Federal Trade Commission (FTC) regulates unfair and deceptive trade practices, the U.S. Food and Drug Administration regulates health claims, and the U.S. Environmental Protection Agency regulates certain pesticidal claims.
The main agency that all businesses will be regulated by is the FTC. The regulation of unfair and deceptive practices, the FTC can regulate business based on all product claims a business makes. The FTC wants advertisers to be responsible for all claims in an ad – not only for what the ad actually says, but also for what it shows or implies.
Where Are Product Claims Found
Product claims can be found anywhere a business advertises. Below are some examples:
Product Packaging: Product packaging is the packaging the product comes is. The packaging may also include the documents that come with the product as well. These documents include manuals, warranties, and any addition information that comes with the product. If a product packaging includes a website, the information in the website will also be included as part of the product packaging.
Websites: Websites including, but not limited to, the businesses website and listings on third-party platforms can have product claims. When a business lists their products on their own website or third-party platforms, the business will add product claims for the customers to understand how the product works.
Public Advertisements: Businesses can make public advertisements with product claims. Public advertisements include, but not limited to, newspapers, TV commercials, YouTube videos, online articles and blogs.
Partnerships: Partnerships between a business and another party can be considered the businesses product claims. These partnerships can include social media influencers, bloggers, other business partners, etc. See Brand Advertising Through Social Media.
Implications: Not only are product claims expressly made, but product claims can be implied. Implied claims are those that are made indirectly or by inference. For example, “Product kills germs that cause colds” can imply the product prevents colds. Although the ad does not expressly state the product prevents colds, customers would reasonably assume the product prevents colds.