Methodology
How Aurora reviews evidence.
Not every claim a brand makes is evidence, and not every evidence type carries the same weight.
What counts
A specific, checkable number — a duration, a percentage, a temperature range — gives the jury something to assess, whether or not it has been independently verified. A published methodology behind that number strengthens it further. An adjective with no number behind it — "powerful," "advanced," "clinically inspired" — gives the jury nothing to test and is treated as marketing language, not evidence.
Disclosure gaps
When a brand publishes a benefit claim without describing how it was measured, Aurora's jury notes the gap explicitly rather than crediting the claim as if it were verified.