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Table 1 Definition of claims [17, 26].

From: Quality of claims, references and the presentation of risk results in medical journal advertising: a comparative study in Australia, Malaysia and the United States

Claims Example
A: Unambiguous clinical outcome: When compared with DRUG X, DRUG Y delivers faster symptom relief.
B: Vague clinical outcome: DRUG X is the new, effective pill with a low incidence of discontinuation due to skin problems.
C: Emotive or immeasurable outcome: DRUG X - one of a kind or DRUG X - a source of healing power.
D: Non-clinical outcome (e.g. drug plasma half-lives or biochemical markers): Using DRUG X resulted in a 30% increase in arterial luminal diameter in post-mortem dissections.