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Qualified Claim
A claim that includes the conditions or limits needed to make it accurate, for example "bottle made from 50% recycled plastic, excluding cap and label".
EcoAppraise context
Qualifications must be clear, close to the claim and not contradict the main message. Small print cannot correct a misleading headline.
Related terms
Absolute Claim; Boundary; Misleading Omission
Enforcement cases
ASA Ruling on Qatar Airways: 'Bulk Offset' and 'Travel Consciously' Carbon Offset Ads Banned
ASA Ruling on Lacoste E-commerce t/a Lacoste
Australian Gas Networks in Court over alleged greenwashing in renewable gas campaign
ASA Ruling on Shell UK Ltd: Environmental Impact Ad Not Misleading
ASA Guidance: Environmental Claims—Clear on Emissions but Not on Omissions
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