Product claims are defined as any claims relating to the therapeutic benefits or user-friendly nature of the product. They include both ‘medicinal claims’ and ‘consumer preference claims’. They do not include claims relating to price or availability, claims that the product is new, claims related to sales or commercial claims.
Medicinal claims are defined as claims relating to the therapeutic or medicinal benefits of the product. Medicinal claims include claims relating to the product’s mode of action, such as ‘works naturally’. Examples of medicinal claims include:
Consumer preference claims are defined as any claims relating to the sensory attributes or user-friendly nature of the product. These are non-medicinal claims that relate to consumer preferences and not to the product’s therapeutic benefits. They include claims relating to the product format, packaging and ease of use, together with sensory aspects, such as taste. (They do not include claims relating to availability or price, claims that the product is new, or sales claims.)