# CV-SB-02 · “best / most effective / strongest”

Source: https://claimsverified.org/standards/CV-SB-02/

Claims Verified standard CV-SB-02: “best / most effective / strongest”, Medium. The rule, the authority behind it, and the line to cite it by. Standards version v1.4.1.

---

CV-SB-02 · standards v1.4.1

# “best / most effective / strongest”

Medium Substantiation 1 of 109 standards

This is the puffery boundary. 'Best' alone may be non-actionable puffery; 'best' next to a measurable attribute is a comparative claim requiring a head-to-head. Amazon does not recognise the boundary: its claims policy requires “verifiable and objective proof” for “best” either way, so the puffery defence works against the FTC and not against a listing suppression.

## How often we find it

Found on **944** of the 2,243 best-selling listings we have ruled, 1389 times in total. That is 944 live product pages carrying this wording today.

## What this standard rests on

**FTC · US · statute**

[FTC Act s.5(a), 15 U.S.C. 45(a)](https://www.law.cornell.edu/uscode/text/15/45)

“unfair or deceptive acts or practices in or affecting commerce”

Source checked 2026-08-18.

**FTC · US · guidance**

[FTC Health Products Compliance Guidance (December 2022)](https://www.ftc.gov/business-guidance/resources/health-products-compliance-guidance)

“health-benefit claims generally require randomised, controlled human clinical testing; this is the document Walmart's substantiation checklist is asking about”

Source checked 2026-08-18.

**Amazon · platform · platform policy**

[Amazon Seller Central, Misleading and prohibited claims](https://sellercentral.amazon.com/help/hub/reference/external/G202024200)

“claims guidelines: compliance with applicable requirements, accuracy and verifiability, and unqualified superlatives”

Source checked 2026-08-18.

## What kind of finding this is

An interpretation. We applied a published legal test to the published copy and reached a conclusion. Reasonable reviewers applying the same test can disagree at the margin; this is our reviewer's professional opinion, and the test is cited so you can check the reasoning.

## Cite this standard

Claims Verified, standard CV-SB-02 "best / most effective / strongest", standards v1.4.1, retrieved 06 November 2026, https://claimsverified.org/standards/CV-SB-02/

Or put it in your own policy

Marketing copy must not use "best / most effective / strongest" or equivalent wording. See Claims Verified standard CV-SB-02 (standards v1.4.1): https://claimsverified.org/standards/CV-SB-02/

Cite it freely with attribution and the version. The whole register is machine-readable at [/standards/registry.json](https://claimsverified.org/standards/registry.json). Rulings are our published professional opinion, not legal advice.

## Others in Substantiation

[CV-SB-01 · #1 doctor recommended](https://claimsverified.org/standards/CV-SB-01/) [CV-SB-03 · works in [X] days](https://claimsverified.org/standards/CV-SB-03/) [CV-SB-04 · lose [X] lbs](https://claimsverified.org/standards/CV-SB-04/) [CV-SB-05 · melts fat / burns fat / torches fat](https://claimsverified.org/standards/CV-SB-05/) [CV-SB-06 · appetite suppressant](https://claimsverified.org/standards/CV-SB-06/) [CV-SB-07 · clinical dose (unverified)](https://claimsverified.org/standards/CV-SB-07/) [CV-SB-08 · studies show (uncited)](https://claimsverified.org/standards/CV-SB-08/) [CV-SB-09 · all-natural](https://claimsverified.org/standards/CV-SB-09/)

[All 109 standards and the 109 in force](https://claimsverified.org/standards/)  · [Check a listing against them free](https://claimsverified.org/check/)