In a world where consumers are inundated with countless advertisements, every company seems to claim to be the best or number one. The question is, how do you stand out from the crowd?
The answer lies in credibility. It’s not just about saying your product is the best—it’s about proving it. And this is where validated marketing claims come into play. Whether you’re a marketer striving to build trust with your audience or a brand manager aiming to position your brand as a leader, using credible, evidence-based research to support your marketing is a game-changer for cutting through the noise and building trust.
This article explores the critical role validated marketing claims can play to advertise your brand’s leadership and why these are an essential tool for modern marketers.
Why credibility in marketing matters
In advertising, words are cheap—until they cost you.
When customers engage with your brand, they are entrusting you with their time, money and often, loyalty. At its core, credibility can make or break this relationship. Consumers today are more informed than ever and they are quick to spot misleading or exaggerated claims.
More importantly, many markets are heavily regulated; failing to substantiate your claims could have serious legal implications. But beyond the risk factor, validated marketing claims demonstrate a brand’s commitment to transparency and authenticity—qualities that consumers value.
The result? When you can present your product's claims with evidence-supported research, you don't just win consumers’ attention—you win their trust.
What are marketing claims and how do they work?
Marketing claims are statements made about a product, company or service regarding its benefits, performance or superiority. These range from statements about being the market leader to assertions about a product’s specific attributes, such as quality or effectiveness.
But how do claims differ from facts?
Facts vs claims
A fact is an objective truth confirmed by data, records or reality itself. For example, 'this milkshake contains 5g of protein' is a fact.
A claim, meanwhile, involves an assertion that goes beyond mere facts. Claims use evidence to draw a conclusion or emphasise a strength. For instance, 'this milkshake is the healthiest choice for post-workout recovery' is a claim supported by data but formed as a specific position or argument.
Here are some clear distinctions between facts and claims using real-world marketing scenarios.
- Fact: This cleaner contains 100% biodegradable ingredients.
- Claim: #1 eco-friendly cleaner in the UK.
While facts are simple and require basic accuracy, claims invite an additional layer of scrutiny. Without credible substantiation, claims risk being interpreted as puffery or, worse, deceptive marketing.
Why third-party validation is important
Making a claim carries inherent risks. The more substantial or far-reaching a claim is, the more evidence you need to support it. Without evidence-backed validation, you run the danger of damaging your reputation—or attracting legal challenges.
This is why third-party validation of marketing claims is so critical. Not only does it provide the level of proof consumers are looking for, but it also illustrates your commitment to standing by what you say.
- Builds trust: Customers are more likely to believe a claim supported by an independent, impartial source.
- Strengthens reputation: Associating your brand with well-respected sources enhances credibility.
- Mitigates risks: Validation may help with compliance, reducing regulatory risks.
At Euromonitor International, we’ve certified hundreds of claims , allowing clients to showcase their industry leadership with confidence. Our product claim validation typically involves the following steps.
- Hypothesis formation: What claims would you like to make? For example, '#1 selling vegan shampoo in the US.'
- Market data collection: We gather insights from our proprietary databases and custom research.
- Evidence triangulation: Experts validate the data by assessing market trends, product sales and competitive positioning to determine whether the claim is accurate.
- Certificate delivery: You receive a validated, detailed statement that includes wording for use in marketing, a signed certificate of claim and footnotes describing the details or metrics measured to assert a position.
Here are examples of marketing claims that stand out.
- World’s most popular dishwashing liquid
- #1 natural toothpaste in Canada
These claims hold weight because they are built on solid data—including market share statistics, category definitions and performance insights—all independently scrutinised.
When used thoughtfully, validated claims don’t just communicate the product’s strengths—they differentiate and elevate the brand in a way that’s meaningful and persuasive.
Types of marketing claims your business can make
Marketing claims are as varied as the creative industries they represent. Here are some common categories to consider based on your product or service.
- Market leadership: Examples include '#1 vacuum cleaner brand in the Western Europe' or 'market leader in organic skincare.'
- Unique features: Claims like 'only product with clinically proven results' build interest by showing exclusivity.
- Performance superiority: Comparative studies allow you to say, 'cleans 2x better than leading competitors.'
- Consumer ratings or surveys: A statement like '9 in 10 coffee drinkers recommend this brand' leverages consumer perception.
- Sustainability: Highlight eco-credentials; for example, 'certified as the most sustainable brand in our category.'
Verified marketing claims move you beyond exaggerated statements and puffery, positioning your product as authoritative and reliable. They make your arguments more persuasive and give consumers confidence in your brand, even before they've engaged with it.
Take the first step towards credibility
If your aim is to build a more meaningful relationship with your audience, validated marketing claims are a way to cut through the noise and position your brand as trustworthy.
At Euromonitor, we believe credibility is earned, not given. Our claim validation service can help elevate your marketing using data and expert insights, ensuring your voice stands out while staying fully compliant and credible.
Talk to us today for more information about our marketing claims validation process and start standing above the rest with substantiated marketing.
