What is the difference between primary and secondary commercial claims?

Primary commercial claims:

- Made directly by the advertiser about their own product or service.

- Typically involve straightforward statements of fact, such as the features or benefits of the product or service.

- Are supported by evidence, such as testimonials, statistics, or scientific studies.

Secondary commercial claims:

- Made by a third party about the advertiser's product or service.

- Typically involve subjective opinions or endorsements.

- Are not supported by evidence.

Both primary and secondary commercial claims can be used to persuade consumers to purchase a product or service. However, primary claims are generally considered to be more credible and persuasive than secondary claims. This is because primary claims are made by the advertiser themselves, who have a vested interest in ensuring that their claims are accurate and supported by evidence. Secondary claims, on the other hand, are often made by third parties who may not be as familiar with the product or service in question. Additionally, secondary claims may not be supported by evidence, making them less reliable than primary claims.