New York prohibits advertising that guarantees any service

What the source requires

New York defines it as unprofessional conduct for a licensed professional to advertise in a way that "guarantees any service", or that "makes claims relating to professional services or products or the cost or price therefor which cannot be substantiated by the licensee, who shall have the burden of proof", or that "makes claims of professional superiority which cannot be substantiated by the licensee, who shall have the burden of proof". The burden of proof sits with the licensee, not the regulator.

Why this is hard to satisfy

Guarantee language is the default register of aesthetic marketing — "guaranteed results", "results guaranteed or your money back" — and it reads as confidence rather than as a prohibited claim. Nobody re-reads a landing page against a conduct rule after a campaign is written.

What we do about it

Literal phrase match for guarantee constructions and unsubstantiated superiority claims, reported with the burden-of-proof point attached, since the practice has to hold the substantiation rather than merely believe it.

In build · phase one