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Substantiation

The consumer protection provisions of the Australian Consumer Law require advertising to be truthful and not misleading. To facilitate the classification of commercials containing claims, advertisers must provide adequate substantiation.

To avoid delays in classification, you can provide documentation to substantiate any claims made about the product or service being advertised when submitting your application.

Where substantiation has previously been provided you can either re-supply the substantiation OR quote the original key number and/or CAD Number on your new application. Any re-submission of substantiation or reliance on previous substantiation submitted is subject to a review by CAD for currency and relevance.

Some of the categories that typically require written substantiation or additional documentation include:

a) Adult Products and Services
b) Alcoholic Beverages
c) Cinema Films/DVDs/Games
d) Consumer Credit
e) Financial Products, Services & Advice
f)  Health Services
g) Legal Services
h) Testimonials
i)  Therapeutic Goods or Devices

If additional substantiation is required once your ad is submitted, posting a comment via your Job List confirming the claims may suffice.

We may also require:

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Information relating to terms of guarantees and warrantees

Information relating to rebate offers and any rebate value stated

Confirmation/information for country of origin claims

Entry terms and conditions for competitions to confirm prizes offered and entry mechanism

Information relating to conditions applying to offers eg trade-ins, cashback offers, bonus offers, gifts with purchase

Confirmation that an advertiser normally sells the advertised goods at the recommended retail price.

A summary of an underlying report or other material which supports the claims made about a product or service. CAD may request additional information following review of the summary.

Examples of other claims that may require substantiation include:

'25 per cent more power' 
'Biggest ever ... sale' 
'Market leading' 
'Unique'
'Exclusive to ...' (a specific retailer/publisher) 
'Award Winning' 
'Price breakthrough' 
'World's smallest, largest, fastest, leading' etc 
'Biggest seller' 
'Endorsed by experts' 
'Cheapest ever'; 'Our lowest prices ever' 
'New'
'Top selling' 
'Environmentally Friendly' 
'Patented, Patent pending'

For more information, refer to the A-Z Television Production Checklist section of the Classification Handbook or click on any of the following Information Sheets:

Adult Products and Services
Alcoholic Beverages
Children
Cinema Films/DVDs/Games
Component Pricing
Consumer Credit
Disclaimers & On-Screen Text
Financial Products, Services & Advice
Gambling & Gaming
Legal Services
Mobile Premium Services
Motor Vehicles
Political Matter including Election Material
Real Estate
Telecommunications Products
Testimonials and Endorsements
Therapeutic Goods or Devices
Weight Loss Products or Services