I just spotted this on Info Marketing Blog — as one of the boldest ads to ever be published.
Nearly every health ad misses one critical component. It’s not the lack of claimed health benefits.
It’s the lack of credible benefits. Proving the benefits and making sure the audience believes it is difficult for most copywriters.
I’ve heard a former FTC lawyer once say that about 9 out of 10 cases are won by the FTC when brought to court. It’s difficult to win, but when you do even after months of investigation it shows that your claims are rock solid.
Here’s what the judge wrote (POM Wonderful LLC, Initial Decision (5/17/2012), page 282):
“Competent and reliable scientific evidence supports the conclusion that the consumption of pomegranate juice and pomegranate extract supports prostate health, including by prolonging PSA doubling time in men with rising PSA after primary treatment for prostate cancer.”– Judge Chappell, Chief Administrative Law Judge, FTC
You can view some more of PomWonderful’s ads here (then, click on their sidebar).
A government endorsement is big. Shock Marketer’s lesson: Use the biggest endorsement you possibly can.