The KEMA Brief
Sharp field notes on emerging tech, regulation, and the fast shifts reshaping professional work — a fresh drop every Friday and Sunday.
Tagged “claim substantiation”
Regulatory and Financial Liabilities of 'Clinically Proven' Claims Under FTC Scrutiny
Using 'clinically proven' elevates product assertions to express establishment claims, requiring competent and reliable scientific evidence under FTC scrutiny.
Three in four companies on an FTC notice list still publish claims that would face a substantiation question
The first measurement of what FTC notice recipients actually publish. 300 sites read, 240 readable, 1,867 claims counted.
Corporate Liability for AI-Generated Marketing Claims and FTC Penalties
AI marketing copy is fast, but the liability for an unsupported claim stays with the advertiser. What the FTC's Notice of Penalty Offenses covers, why penalties run per violation, and where human review has to sit.
marketing claim evidenceMarketing Claim Evidence: What an Inventory of Capability Claims Found
An inventory of 93 marketing claims across 8 company pages reveals key evidence and scoping patterns for product performance statements.