2. Evidence

Marketers must hold robust evidence for all claims likely to be regarded as objective and capable of substantiation.

Most claims are likely to be objective or based on facts that can be proven through science or other means. Since the claims are required to be truthful and accurate, the companies are also required to hold evidence to support them. From the JEP’s point of view, this evidence should be robust, credible, relevant, and up to date. In case of a complaint, the evidence will be carefully investigated.