What are the best fact-checking methods for advertising claims?

1 Check the source

The first step to fact-check an ad is to identify the source of the claim. Who is behind the ad? What is their motive and reputation? Is the ad sponsored by a company, an organization, a government agency, or an individual? Is the source transparent and accountable? You can look for clues such as logos, names, contact information, or disclaimers on the ad itself, or do some online research to find out more about the source.

2 Check the evidence

The second step to fact-check an ad is to examine the evidence that supports the claim. What kind of evidence is provided? Is it based on facts, data, research, testimonials, or opinions? Is the evidence relevant, reliable, and recent? Is the evidence verifiable and independent? You can look for references, citations, sources, or links on the ad itself, or do some online research to find out more about the evidence.

3 Check the logic

The third step to fact-check an ad is to evaluate the logic of the claim. How does the claim relate to the evidence? Does the claim make sense and follow from the evidence? Does the claim use clear and precise language, or vague and ambiguous terms? Does the claim avoid logical fallacies, such as hasty generalizations, false dilemmas, or appeals to emotion? You can use your own critical thinking skills, or consult some online resources, such as the Logical Fallacies Handbook, to identify and challenge the logic of the claim.

4 Check the context

The fourth step to fact-check an ad is to consider the context of the claim. What is the purpose and audience of the ad? What is the tone and style of the ad? What is the medium and format of the ad? How does the claim fit into the broader social, cultural, or political situation? Does the claim omit or distort any important information or perspectives? You can compare and contrast the ad with other sources of information, such as news articles, reports, or reviews, to get a broader and deeper understanding of the context of the claim.

5 Check the counterclaims

The fifth step to fact-check an ad is to look for counterclaims that challenge or contradict the claim. Who are the critics or opponents of the claim? What are their arguments and evidence? How do they respond to the claim and its evidence? How credible and valid are their counterclaims? You can search for alternative or opposing views, such as fact-checking websites, consumer watchdogs, or expert opinions, to get a balanced and diverse perspective on the claim.

6 Check yourself

The sixth and final step to fact-check an ad is to check yourself. How do you feel and think about the claim? What are your biases and assumptions? How do you verify and evaluate the information you encounter? How do you communicate and share your findings and opinions? You can reflect on your own cognitive and emotional processes, or seek feedback from others, to improve your fact-checking skills and habits.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?