Outcome claim · Could be measured
“Up to 80%”: a number without its denominator
“Up to” is the top of the range, not what to plan for. The average, the spread and the number of people behind the figure are missing.
Wording it covers
The claim reader flags phrases like these, wherever they appear in an ad:
- “up to 80%”
- “90% improvement”
- “70% of patients”
What would back it up
- The average result, not the ceiling
- How many people, and how many saw no change
- What was measured, and by whom: a rater, a device or the patient
The question to ask
What was the average result, across how many people, and how many saw no change at all?
Can it be checked?
Could be measured. This is a real question with a real answer. Ask it, and ask for the answer in writing.
Outcome. A statement about the result. Ask what is measured, by whom, and against what.
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