Sep 5, 2026 · 11 min · 8 segments
Today, competition between businesses takes place not only in product quality but also in the ability to occupy consumer perception. Therefore, phrases such as "*No. 1 in Vietnam*", "*unique in the…
Behind the word, best, lies a story about market trust.
In marketing science, claims like, number one, the best, or, the only one, are known as superiority claims or leadership claims.
These messages carry enormous persuasive power because they give customers the impression that an objective comparison has already taken place across the market and that the advertised product came out on top.
Consumers rarely have the time or resources to verify every piece of information themselves.
Instead, they tend to rely on the signals businesses send them.
A product marketed as the number one brand can gain a significant competitive edge even before a customer looks into its actual quality.
That's precisely why, left unverified, these claims can turn advertising into a tool for misleading consumers rather than informing them.
From a regulatory standpoint, this isn't just about consumer protection, it's also about preserving a fair competitive environment.
A business that calls itself, number one, without any basis for the claim can gain an unfair advantage over its competitors.
That's why Clause 11, Article 8 of the Law on Advertising has long prohibited the use of words like, best.
only number one or similar terms unless the claim is backed by legitimate supporting documentation.
In practice, though, the persistent question has always been what counts as a similar term and what counts as legitimate supporting documentation.
Behind the word, best, lies a story about market trust.
In marketing science, claims like, number one, the best, or, the only one, are known as superiority claims or leadership claims.
These messages carry enormous persuasive power because they give customers the impression that an objective comparison has already taken place across the market and that the advertised product came out on top.
Consumers rarely have the time or resources to verify every piece of information themselves.
Instead, they tend to rely on the signals businesses send them.
A product marketed as the number one brand can gain a significant competitive edge even before a customer looks into its actual quality.
That's precisely why, left unverified, these claims can turn advertising into a tool for misleading consumers rather than informing them.
From a regulatory standpoint, this isn't just about consumer protection, it's also about preserving a fair competitive environment.
A business that calls itself, number one, without any basis for the claim can gain an unfair advantage over its competitors.
That's why Clause 11, Article 8 of the Law on Advertising has long prohibited the use of words like, best.
only number one or similar terms unless the claim is backed by legitimate supporting documentation.
In practice, though, the persistent question has always been what counts as a similar term and what counts as legitimate supporting documentation.
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