Advertisements and product packaging repeatedly use common phrases that are meant to convey a degree of trust to the consumer. Some of these phrases, however, are deceptive by nature and can be used to say something positive where there is no benefit – or even a negative aspect of the product.
This does not mean that every use of such a phrase is intended deception; in most cases it is probably not. But why use this language if there is nothing to be hidden? Just as with everything in life, as a consumer you should always think beyond the obvious, do your own research and make up your own mind. Below is a list of the most used deceptive phrases used in advertising and product packaging, what hidden message they could carry and how to do it better.
No MSG added
Often used in restaurants, this phrase does not necessarily imply that there is not MSG in the food. No MSG is added by the cook, but it could already be in the basic ingredients that are used. This statement says something about the chef but not about the food. If the food is MSG free that it is a better way is to simply state “MSG-free” or “No MSG”. If the ingredients are already fortified with MSG, a statement like “No MSG added” may be technically true but dangerous. Some consumers are allergic to this substance, for instance.
Clinically tested
Many cosmetic, health care and personal hygiene products are clinically tested. This statement itself is completely insufficient if the results of the test are not communicated (which is often the case). Clinically tested is not a quality measure, stating a result that can be verified is. “Clinically proven by xyz Hospital to do …” is a clear message that builds trust.
A related version is something you often read on toothpaste, dandruff shampoo, or natural products: Doctor Recommended
Ask yourself: How many doctors did they ask? How many of them recommended it? Did they get anything in return? How many of them know something about the relevant science? Worst case scenarios here are that only one doctor was asked to recommend a toothpaste and he or she is not even a dentist. Or one hundred were asked and only one recommended it – it is still doctor recommended in this case.
Statistically significant
Eventually, the decision where the line between statistically significant and not statistically significant is drawn lies with the researcher. If no margin is given, science assumes a measurement to be statistically significant if the potential measurement error is below 5%. This, however, is not a guarantee that the actual measurement was performed using 5%. Therefore the margin should be mentioned to clarify.
In general, be careful with statistics. It is a powerful tool if done right. Scientists use it with great success and they do everything they can to avoid mistakes and biases. Marketing is not always that diligent, often purposefully so.
Lifetime warranty
What the manufacturer means with lifetime warranty is often only revealed in the fine print. Consumers may be deceived when they do not understand what a lifetime according to the terms is. In the worst case, lifetime refers to the simple lifetime of the product, suggesting that once the product breaks or stops working its life is over – and with it the warranty. I would avoid a statement like this altogether if the actual warranty is not extensive enough to wow the consumer.
Now 20% more or 50% better
The obvious question here is this: “… than what?”. Read the fine print under these statements. If there is more of something, it is usually compared to the same product’s smaller packaging. No big surprise that there is more. If it is better than something it is also usually compared to the brand’s own, older version of the product. Actual comparisons to other brands are tricky and can cause legal trouble, especially when the claim diminishes the other brand’s image. If you read that a product is now 50% better than last year’s model, that can be a valid comparison. Depending on what the product is, you may question why last year’s version was so much worse…
Don’t be easily swayed by impressive language and awesome statements. If it sounds too good to be true, it likely is. If it sounds better than others, it might be a half truth. Always think about what a statement means, especially if you base a financial decision on that statement.
