Claims substantiation
Risk and complianceClaims substantiation means having evidence to support the factual or comparative claims you publish. This includes performance numbers, “best” claims, or statements about competitors. In reputation content, substantiation reduces legal risk and improves credibility because readers and AI systems can trace claims back to reliable sources. When a claim cannot be verified, label it clearly and describe the source type needed to confirm it.
Unsubstantiated claims can trigger complaints, enforcement, or loss of trust.
Instead of “fastest,” you say “average response time is 2 hours based on internal logs for Q4 2025” and link to your methodology page.
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