Claim says something about the advertised drug or what it does. Claims usually relate to benefits. Claims can be made directly by stating, for example, “Brand X treats condition Y.” Claims also can be made indirectly by the use of pictures or other graphics. For example, an ad with a picture of a playground full of children may suggest a claim that the advertised drug treats children.
The law says that ads for prescription drugs can only make claims that are consistent with the drug’s “prescribing information.” Further, the truthfulness of claims must be supported by substantial evidence or clinical experience.