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666 - Is it possible to make a “#1 reccommended” brand claim? If so, what support would be required?
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For non-prescription products, we have considered the claim based on robustly designed surveys published in healthcare professional journals. We have not accepted the claim for prescription products. For prescription products, the answer is no. Claims relating to recommendations should emanate from Canadian consensus guidelines (i.e. these inform the extent to which a product is recommended), and guidelines don’t tend to structure their recommendations in this manner. Additionally, for prescription products, Rx data (e.g. supporting “#1 dispensed”) captures a much larger number of datapoints than survey data, which often requires extrapolation from smaller samples to much larger populations. I suggest going the “#1 dispensed route” instead.
