Superlative Claims

4 Superlative Claims

Particular care is needed with superlative claims. Measurable criteria eg. ‘the cheapest’, must be confirmed. As particular factual claims, superlatives must be placed directly alongside the area where supremacy is claimed and proven. General superiority claims like ‘the best’ may only be used in clear puffery, and not on the basis of selective comparisons.

The repeated insistence of superlatives within a script might in itself amount to a claim of supremacy which would need to be verified. Qualitative claims of superiority (eg. ‘the tastiest’) which are open to challenge and/or which are impossible to measure conclusively should be avoided, except for appropriate mentions in a way which allows that rival brands may also make the same claim.