How Cortical.io Semantic Search Helped a Global Company Automate its Marketing Claim Verifications

Ensuring that marketing claims about a product are not misleading or deceptive is a major challenge for this large consumer goods company which must comply with consumer protection laws and industry self-regulatory guidelines. To avoid litigation and the associated costs, marketing claims must be supported by sound factual research results, such as clinical studies and consumer reports. With almost 300,000 new clinical studies registered every year, it is impossible to manually keep track of new evidence related to a specific product. The scientific vocabulary used in such studies differs significantly from the jargon used in marketing claims and the product-relevant scientific information is often not formulated in words, but encapsulated within chemical formulation. This made it impossible to automate the verification process, which remained a long and tedious process involving humanbased tasks of searching, and manually validating evidence documentation.

The customer is a large consumer goods company. The company has to comply with consumer protection laws and industry self-regulatory guidelines. This means that all marketing claims about a product must be supported by factual research results, such as clinical studies and consumer reports. With almost 300,000 new clinical studies registered every year, it is a major challenge for the company to manually keep track of new evidence related to a specific product. The scientific vocabulary used in these studies often differs significantly from the jargon used in marketing claims, and the product-relevant scientific information is often not formulated in words, but encapsulated within chemical formulations. This makes it impossible to automate the verification process, which remains a long and tedious process involving human tasks of searching and manually validating evidence documentation.