Assess advertising claims systematically.
The self-check indicates review priority and documentation status. It does not decide whether advertising is lawful or unlawful.
An advertising claim is not assessed by isolated words alone. Claim type, audience, presentation, qualifications and the overall impression may all matter.
Answer the questions using the exact version of the advertisement. Preserve variants, publication channel and date separately.
Advertising claims self-check
Seven points for an initial assessment
Choose the answer that comes closest to the current situation for every question.
What the legal review considers
Section 2 UWG is particularly relevant to misleading statements. Section 2a UWG may also apply where advertising makes a competitor or its offer identifiable. The specific overall impression remains decisive.
The self-check provides initial orientation and does not replace legal advice. It does not determine the legality of a campaign or individual claims.
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