Context
CAP offer advice for firms wishing to promote awards they have received and/or favourable results of surveys.
Key points to note
The advice covers the use of objective claims, such as where firms are claiming that they or their product is the best. This type of claim should be evidenced by objective data.
The advice also covers the use of comparisons with competitors or competitor’s products, which must “objectively compare one or more material, relevant, verifiable, and representative feature of those products, which may include price”.
Next actions
None – for information and awareness.