Claims used in the promotion of a product or service for which there is no acceptable supporting evidence.

In order to substantiate claims made in promotions of a product or service, industry is required to utilise expert testimony, extrinsic evidence, studies or tests. Preferably promotions, advertisements or marketing of this type should be examined by a relevant lawyer prior to the launch of any promotional material to locate and dispute unsubstantiated claims. 

See also:
Counterfeiting