No claims can be older than how many months?

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Multiple Choice

No claims can be older than how many months?

Claims used in ads must be backed by evidence that stays current, so information remains accurate as products and standards change. The policy sets an 18-month window for the age of supporting evidence. This keeps claims relevant because product formulations, approvals, and regulatory or market conditions can shift over time. If evidence were older than 18 months, it might not reflect the product's current reality, risking misinformation. Choosing a shorter window would be too burdensome for advertisers, while a longer window could allow outdated claims to slip through. An 18-month limit balances the need for reliability with practicality.

Claims used in ads must be backed by evidence that stays current, so information remains accurate as products and standards change. The policy sets an 18-month window for the age of supporting evidence. This keeps claims relevant because product formulations, approvals, and regulatory or market conditions can shift over time. If evidence were older than 18 months, it might not reflect the product's current reality, risking misinformation.

Choosing a shorter window would be too burdensome for advertisers, while a longer window could allow outdated claims to slip through. An 18-month limit balances the need for reliability with practicality.

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