Start With the Exact Claim
Consider the difference between “Contains vitamin C” and “Supports immune function”.
These statements may have different evidence and regulatory implications depending on the jurisdiction and product category. The exact wording matters.
Build a Claim-Evidence Matrix
A practical matrix can contain:
- Claim — what exactly will be communicated?
- Ingredient / product basis — what supports the claim?
- Evidence — what evidence is available?
- Evidence type — human study, literature, specification, analytical data or other applicable evidence
- Population — who was studied or is the intended consumer?
- Dose — does the studied exposure correspond meaningfully to the product?
- Claim strength — is the proposed wording proportional to the evidence?
- Market — where will the claim be used?
Watch for Claim Escalation
A common problem occurs when a scientifically modest finding becomes a much stronger marketing statement.
For example, the evidence may show that an ingredient has been studied for a particular physiological function, while the marketing statement becomes “Prevents disease.”
The second statement may go far beyond the available evidence and may create regulatory concerns.
Review the Whole Communication
Claims are not limited to the front label. Review:
- Website
- Product pages
- Brochures
- Social media
- Advertisements
- Distributor materials
- Packaging
- Marketplace listings
A compliant label can be undermined by a non-compliant marketing statement elsewhere.
Conclusion
Good claim development is a balance between science, wording, product composition and market requirements.
The strongest claim is not necessarily the strongest-sounding claim. It is the claim that can be appropriately supported.
Need help reviewing product claims?
Send us the claim set and the evidence behind it. We will flag where the wording outruns what you hold and propose alternatives.
General information only. Regulatory requirements vary by product, jurisdiction and intended use. This article does not constitute legal or regulatory advice for a specific product.