Write the promise in plain language
Translate the headline, images, testimonials, and product name into the conclusion a reasonable shopper might take away. If that conclusion sounds like “this treats a condition,” “this reliably changes my body,” or “this works like a prescription product,” a small disclaimer may not cure the impression.
The FTC evaluates both explicit and implied claims and says objective health claims require appropriate substantiation. A marketer cannot safely imply a benefit that it could not state directly.
Inspect the evidence match
Ask whether the evidence concerns the finished product, the same ingredient, the same amount or formulation, a similar population, and the advertised outcome. Cell or animal research can help explain a hypothesis, but it should not be presented as though it were a demonstrated consumer result.
- Named study instead of “clinically proven” with no citation.
- Appropriate control group and a meaningful sample.
- Results reported alongside limitations, not only percentages.
- Material connections disclosed beside endorsements and links.
Recognize pressure tactics
Permanent countdown timers, secret formulas, conspiracy framing, dramatic before-and-after images, and claims that one product replaces professional care are reasons to slow down. A credible seller should make its identity, ingredients, directions, refund terms, and contact information easy to find.
Sources and further reading
We prioritize regulators, certification bodies, and published research. External sources may update after our review date.