Table 1.

Definitions of Objectively true, Misleading and False claims (applied from Faerber and Kreling [22].

Objectively True	A claim that presented all information, both positive and negative, in order for a consumer to compare products on the advertised attribute
Potentially misleading	Selected facts
	A claim that omitted important facts about the advertised product that would affect consumer evaluation of the advertised attribute.
	Nonfacts
	A claim that presented an intangible characteristic, but not about the product. Often these claims were in the form of product opinions or lifestyle claims. Opinions did not directly mention the product, but left the consumer to misinterpret the opinion as an objective product evaluation. Lifestyle claims associated the product with a target audience that the advertiser believed was likely to buy the product, in the absence of evidence to support beneficial effects.
False	A claim that was objectively false by directly contradicting evidence, or lacking any evidence to support it.