SUPERLATIVE CLAIMS IN ADVERTISING

Here’s a situation we dealt with recently while reviewing a new TV script:

In the script, the voiceover referred to our widget as a “product produced from the finest materials”.

We have to be very careful when using adjectives like “finest”, “best”, “warmest”, “most” etc. 

Superlatives indicate a claim of superiority over all other comparable products and that’s something that the regulatory boards cannot accept without a client attestation letter.  This is a document provided by the client, on company letterhead with a signature, stating that they can attest to all of the claims made in the advertisement.

Although this letter can be general in nature, meaning the actual proof of superiority does not have to be provided, the advertiser must be willing and able to provide the details if/when the claims are challenged by a competitor or consumer.

If our advertiser cannot provide substantiation to back up the claim, the script must be reworked and the wording changed to a broader claim, such as “produced from their finest materials” or “some of the finest materials”.

Although we have to be cautious with the use of superlatives, this one sounds pretty good, don't you think?