Using Survey Results To Substantiate Advertising Claims

A recent decision from the National Advertising Division offers important guidance for advertisers relying on customer surveys to substantiate performance and consumer perception claims. InNAD Report #7528, NAD evaluated whether survey results could support a series of claims made by Monarch Money, a subscription-based personal finance app. The Decision underscores familiar pitfalls in survey design, question framing, and claim alignment.

The Claims at Issue

Monarch advertised that users of its app would achieve concrete financial benefits and improved financial confidence, including claims that:

• Members save an average of $200 per month;
• Users gain a "clearer picture of their money";