Substantiation
The requirement to have evidence supporting advertising claims before making them, enforced by the FTC and platform policies.
What Substantiation means
Substantiation is the legal and regulatory requirement that advertisers possess competent and reliable evidence to support objective claims made in advertising before those claims are disseminated. The FTC's substantiation doctrine requires that advertisers have a 'reasonable basis' for claims — the standard varies by claim type (health claims require scientific evidence, performance claims require testing, etc.). Platform policies mirror this requirement — all major platforms prohibit unsubstantiated claims and may request evidence during the review process. Common areas requiring substantiation include product performance claims, health benefits, comparative advertising, environmental claims ('green' marketing), testimonials representing typical results, and income/earnings claims. Maintaining a substantiation file for all advertising claims is a compliance best practice that protects against both regulatory action and platform enforcement.
Related terms
Misleading Claims
Advertising statements that deceive or are likely to deceive consumers, prohibited by both regulations and platform policies.
Health Claims
Advertising claims about health benefits of products, heavily regulated by the FTC, FDA, and all major ad platforms.
FTC
The Federal Trade Commission — the primary US federal agency enforcing truth-in-advertising laws and consumer protection regulations.
Disclaimer
A statement in or accompanying an ad that limits liability, clarifies claims, or provides legally required disclosures.