The Current State of Advertising Claims Management

Advertising Claims Development Activity is Increasing Across Industries

Advertising claims development activity is increasing across industries compared to five years ago. Overall, two thirds of respondents (67%) reported more activity, with H&PC organizations skewing significantly higher at 82%.

Level of Development Activity Today vs. Five Years Ago

Marketing and Legal are the Primary Claim Decision Makers

Ultimate responsibility for decisions around advertising claims is more often Marketing in Consumer Goods (45%) and Food & Beverage (36%). Legal bears more responsibility in Cosmetics (36%). Home & Personal Care is very balanced between functions.

Primary Decision-Maker of Organization’s Product Claims by Industry

Resources Involved in Claims Management Does Not Scale with Company Size

Advertising claims management resources may be severely stretched at larger companies as the number of people involved is not proportional to company size.