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What is the Burden of Proof for Deceptive Business Practices?

On Twitter, @erconger asked us, “What is burden of proof of deceptive business practice?”

Before a company runs an ad, it has to have a solid proof to back up all claims - express and implied - that consumers take from the ad. If the claim is about health, safety or benefits of the product, companies need “competent and reliable scientific evidence.”

Visit the advertising and marketing portal of for more information about supporting your claims with solid proof.