US government business guidance
Advertising FAQ's: A Guide for Small Business
Published by Federal Trade Commission.
Read the original sourceEvidence
What this source supports
Under US FTC guidance, advertisers need a reasonable basis for objective express and implied claims before an advert runs.
- Locator
- What truth-in-advertising rules apply; How the FTC determines deception; What evidence a company must have
- Editorial note
- US guidance only. The advertiser must check the rules that apply to its product, audience, claim, and market.
Related advice
Where this source is used
CategoryMarketingTaskFind new ad angles from real customer evidencePracticeBuild an evidence-backed customer-angle matrixPracticeWrite an evidence-checked positioning statementPracticeRun a bounded landing-page message variationPracticeChoose and run one bounded acquisition testPracticeBuild a Launch HN or Show HN packagePracticeConfigure a reviewed welcome messagePracticeWrite a bounded co-marketing brief
Source handling
Link and citation record
US government guidance. The page states April 2001 and notes an edit in January 2025. Check current US and local requirements before use.