I wouldn't avoid brands that say 'may' or 'help to' necessarily - when I worked with the marketing and legal team at Paul Mitchell to write the copy for packaging/marketing materials, I used to add in 'help' at practically every opportunity. The issue is that it's near enough impossible to prove the effect of a product without investing £100,000s in clinical trials, of which most brands (if you're not L'Oreal) can't afford to do. Therefore, you know the product really does make a difference but can't afford to prove it.
The legal teams of brands won't allow you to say anything that can't be substantiated, so if they say 'helps to soothe chapped lips' it more than likely will help. It's just they can't say 'this will totally rid you of chapped lips'. The issue is where they say 'approve the appearance of' and so on, which basically means b*gger all.
2 comments:
I'm always aware of wording and using things like 'h2o molecule bubbly complicated things' .. in other words.. water! Good post!
I wouldn't avoid brands that say 'may' or 'help to' necessarily - when I worked with the marketing and legal team at Paul Mitchell to write the copy for packaging/marketing materials, I used to add in 'help' at practically every opportunity. The issue is that it's near enough impossible to prove the effect of a product without investing £100,000s in clinical trials, of which most brands (if you're not L'Oreal) can't afford to do. Therefore, you know the product really does make a difference but can't afford to prove it.
The legal teams of brands won't allow you to say anything that can't be substantiated, so if they say 'helps to soothe chapped lips' it more than likely will help. It's just they can't say 'this will totally rid you of chapped lips'. The issue is where they say 'approve the appearance of' and so on, which basically means b*gger all.
Post a Comment