Substantiating claims made in ads can be difficult but is essential. Advertisers must hold evidence for the claims they make and the requirements for the substantiation differs between sectors and countries. Below are some resources you may find useful.

Claim Support Model for TV

Claim Support Model for TV

Claim Support Model Guidelines for TV

Claim Support Model Guidelines for TV

Adverts containing price reductions or special offer messages for TV and VoD

Adverts containing price reductions or special offer messages for TV and VoD

Checklist for toy advertising for TV and VoD

Checklist for toy advertising for TV and VoD

Gambling offers for TV and VoD

Gambling offers for TV and VoD

Guidance for retail on pricing practices for TV and VoD

Guidance for retail on pricing practices for TV and VoD

High in Fat, Sugar or Salt (HFSS) certificate for TV and VoD

High in Fat, Sugar or Salt (HFSS) certificate for TV and VoD

Guidance on High in Fat, Sugar or Salt (HFSS) regulation for all media

Guidance on High in Fat, Sugar or Salt (HFSS) regulation for all media

Department of Health guidance on HFSS for all media

Department of Health guidance on HFSS for all media

Best Practice for Claim Substantiation for all media

Best Practice for Claim Substantiation for all media

EC Regulation of Nutrition and Health Claims for all media

EC Regulation of Nutrition and Health Claims for all media

Environmental claims for all media

Environmental claims for all media

Guidance on environmental claims for all media

Guidance on environmental claims for all media