ASA Insights – substantiation and evidence

May 2022


The ASA regularly publishes ‘Insights’ articles.  In its work on reviewing financial promotions many of the ASA’s comments surround the need to have the appropriate substantiation for any claims made.  Around 70% of the complaints received by the ASA are about misleading advertising.  In our own experience of reviewing marketing, websites and financial promotions, the most common comment we have made is whether evidence is held to support statements and claims made in marketing and promotions.

The ASA has published some useful advice in relation to substantiation in advertising:

Whilst we have included this item for information and awareness, we advise firms to always have evidence available for any claims they make in their marketing campaigns.

For more information, click here.


Back to news...