Governance & Policy
Reasonable Consumer Standard
The legal benchmark judging advertising by how a typical, reasonably informed consumer would understand it — the test applied to green claims.
Definition
The reasonable consumer standard is the legal test under which advertising and marketing claims are judged by their likely effect on a typical member of the target audience — a consumer who is reasonably well-informed, observant and circumspect (the EU's "average consumer"). Claims are unlawful if they would mislead that benchmark consumer, regardless of the advertiser's intent or of whether a literal reading could be defended.
Overview
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