In May 2007 Clearcast introduced its Claims Support Model to help advertisers to structure substantiation in a way that is accessible to both Clearcast clearance staff and to our consultants.  We have, since its introduction, seen the Model being used in a variety of ways and the number of advertisers using it has been rising gradually. 

The introduction of the model has been well received and feedback on its usefulness has been generally positive.  We have, over the last few months, through dialogue with our consultants, advertisers and our own clearance staff, been reviewing the Model and have as a result made some minor changes to it.

The purpose for using the Model remains the same.  We expect its use, through the organisation of evidence and provision of a summary and analysis, to help those considering submissions to have easy access to relevant information in support of advertising claims. Correct completion and submission can ensure that neither Clearcast nor its consultants run the risk of overlooking important information and should also reduce the need for additional evidence to be submitted.

Some advertisers believed that the Model did not provide adequate opportunity to explain the full nature of advertised products and their benefits.  The revised Model therefore provides more space for that purpose. 

The revised Model explicitly requests advertisers to summarise, analyse and explain the relevance of data supplied in support of claims.  Advertisers are also asked to provide clear and specific references to where in the annexes (if any) full relevant data can be found.

Up to now we have asked for the Model to be used only on a voluntary basis and we are pleased to note the increasing number of advertisers using it.  Because we have found that the clarity of submissions has improved through its use, we will, from 1 August, be asking that the Model is used for the submission of substantiation in all the following product categories:

Household detergents

Beauty care

Nutrition

Dentistry

Sports engineering

Click below to download the Claim Support Model and the Guidance Notes.

Claim Support Model

Guidance Notes