The verifications of Claims and Statements are mainly used to provide an external independent validity of the communication and advertisement messages of various organizations. Through a detailed analysis of data and by means of certain evaluation and assessment methodologies and techniques, the validity of Statements and Claims can be demonstrated by independent, objective and unbiased bodies that are specialized in the relevant industrial or business areas. Typical claims made are comparative assessments, consumer preference claims, product comparisons by experts, etc.
The certification of Statements and Claims is not mandatory. Of course Legislation provides a certain operating framework for the protection of consumers against misleading advertising and the various industrial and business sector associations have usually developed a Code of Conduct for their members, but enforcement is weak. In most EU countries Advertisers and Advertising Companies have commonly agreed to a Code of Conduct and enforcement is delegated to internal technical committees and juries.
The delegation of such verification and validation activities to independent, specialized and supervised certification bodies provides the best option while guaranteeing an effective and efficient way that surely protects better the organizational interests.
I.C.B. Operations Ltd is the recognized, specialized, independent, and fully competent body to undertake the evaluation and validation of Statements and Claims on behalf of any organization, with a process that adds real value and confidence.
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