Table 2: Frequency of the different kinds of claims depending on the year of publication.
| Type of advertising claim | 2000 (n =1518) | 2004 (n = 1494) | 2008 (n = 785) | Average (n = 3797) |
| Vague outcome | 29% | 28% | 22% | 27% |
| Emotive/immeasurable outcome | 20% | 20% | 22% | 21% |
| Non-clinical outcome | 14% | 11% | 8% | 12% |
| Unambiguous clinical outcome | 37% | 40% | 49% | 41% |