Will U.S. companies substantiate advertising claims directly to consumers?

Abstract

Substantiation of advertising claims has been a source o f concern for consuiiierists, government and business for over a decade. The research reported in this article uses earlier sfirdies as a benclimark f o r determining whether udvertisers are any more willing to provide proof of advertising claims directly to conminers tliuri they were in the 1970s. Seventy-one per cent of advertisers contucted responded to consutiier requests for proof of claims made in television arid magazine advertisetiient.s. However, only 21 per cent of rhe original requests resulted in successfiil substantiation. This finding purallels results obtained by Coney and Patti ( I 979)' with the chief dijyerence beitig fewer iirrsuccessful cittempts at substantiation and more responses that tnude no attempt at substantiation. Implications for consicrner education, public policy arid rnurketing practice are discussed.