Briefly noted: ad claims

The website says:

Take Cold-EEZE® whenever you start to feel cold symptoms.
Our unique zinc gluconate formula releases zinc ions to fight your cold virus.

Cold-EEZE® lozenges have been clinically proven to shorten the duration of the common cold by almost half. View the clinical studies…

So, “clinically proven”. Let’s be very generous and assume that there are some actual clinical tests (pitting treated patients vs. untreated ones) here. But then the commercials shift from general claims to a specific one, with a company spokesman saying:

I guarantee Cold-EEZE will shorten your cold or your money back.

A money-back claim that could never be cashed in: how could anyone know that their particular cold would have been longer if they hadn’t taken Cold-EEZE? It’s a conflict between (possibly valid) generalizations and specific predictions about single events.


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