The FTC requirement that an advertiser hold a reasonable basis for any objective claim before making it, with health, safety, and performance claims requiring competent and reliable scientific evidence. Substantiation applies to every ad in every channel and is enforced by the FTC, state attorneys general, and competitors through the NAD and Lanham Act.
Related terms
Cite this entry:
Agency Echelon. "Substantiation." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/substantiation/