A disclaimer acknowledging that individual outcomes from a product or service may differ from advertised or typical results. Protects against claims of false advertising while managing expectations.
This phrase became prominent in the 1960s with the rise of diet products and self-help services, as companies needed protection from customers who didn't achieve advertised results. It was reinforced by FTC regulations requiring honest advertising.
This phrase is a brilliant legal shield that actually makes advertising more believable - by acknowledging variability, companies appear more honest while still promoting dramatic results. It exploits our tendency to believe we'll be the exception who gets the best results.
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