Main changes

The term ‘‘marketing communications’’ replaces ‘‘advertisement’’. Scope:

14th October, 2006

The term ‘‘marketing communications’’ replaces ‘‘advertisement’’. Scope:

Substantiation

Before offering a marketing communication for publication, advertisers should satisfy themselves that they will be able to provide documentary evidence to substantiate all claims, whether direct or indirect. ‘‘Marketing communications should not present statistics in such a way as to exaggerate the validity of an advertising claim, or give the unjustified impression there is validity to the claim....

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