Some wording in product introductions, promotional copy, and campaign pages should be avoided. The reason is not whether the expression is good, but that some statements cannot be substantiated or can easily mislead in comparisons.
I. Unverifiable Superlative Claims
Any wording implying "most," "first," "only," or "top-level" falls into the category to avoid. For example: national-level, world-class, highest-grade, number-one brand, only, exclusive, first of its kind, filling a gap, unprecedented, one-of-a-kind, universal, etc.
The problem with such words is that they cannot be objectively verified. Unless there is authoritative evidence, they should not be used in advertising.
II. Absolute Comparative Claims
Claims such as "best," "cheapest," "most effective," "latest technology," and "most popular" are likewise difficult to prove. Similar expressions include "leading," "well-known," "world-class," and other descriptions that cannot be quantified.
A safer approach is to be specific: replace "most effective" with verifiable wording and "most popular" with specific usage information.
III. Absolute Promissory Claims
Statements such as "100 percent," "permanent," "thorough," "cure at the root," "guaranteed cure," and "never recurring" are absolute promises about results that cannot be fulfilled and should not be guaranteed. Similar expressions include "absolutely safe," "no testing required," and "exempt from inspection."
IV. Claims with Time Limits
Expressions such as "ends at any time," "only this once," "price increase soon," and "last chance" that create urgency: if a campaign does have clear start and end times, specific dates should be stated rather than vague wording.
V. Claims That Require Evidence
Statements involving qualifications, honors, certifications, special supply, exclusive supply, and similar matters require corresponding evidence before they can be used; promoting in the name of a state organ or staff member is explicitly prohibited; RMB patterns, specific symbols, and similar items are also subject to relevant regulations.
VI. Phrasing That Easily Misleads Consumers
Inducement-style statements such as "click for a surprise," "claim for free," and "congratulations, you've won" can also cause problems if they do not match the actual situation.
A Few Habits When Writing Copy
- Replace adjectives with facts. Use specific configurations, parameters, and service details instead of abstract praise.
- Keep verifiable evidence. For any statement involving comparison or promise, first ask, "On what basis are you saying this?"
- If unsure, it is better not to write it. One fewer modifier does not affect the effectiveness of the expression, but it can avoid risk.
- Regularly review existing copy. Product pages and campaign pages are updated frequently, so old wording can easily remain.
It should be noted that requirements vary among different platforms and different product categories, and specific copy should still be subject to the applicable rules before publication.