Advertising Claim

An advertising claim is a statement that is made about the characteristics of a product, service or brand. It typically involves communicating a benefit, unique feature or differentiating characteristic from a competitor.

The Federal Trade Commission (FTC) regulates advertising claims and requires that advertisers provide support and evidence for all claims made in their advertising. In the context of sweepstakes and giveaways, Sponsors must take care to ensure that sweepstakes advertising claims follow FTC guidelines.