First We Try Then We Trust – An Update On Advertising With Test Results

A. Background

In a world in which consumers have become more and more skeptical towards advertising, backing up promotional statements with test results is an extremely powerful marketing tool. This applies in particular to tests delivered by trusted consumer organisations and magazines such as "Stiftung Warentest" and "Ökotest" which enjoy an excellent reputation amongst German consumers, but also extends to tests and consumer surveys conducted by independent market research institutions or even by the advertiser itself. Advertisers whose products have performed well in tests have a vital interest in using these results in advertising. There is nothing wrong with that, as long as the advertising is not misleading or otherwise unfair towards consumers or other market participants.