This week featured claims expert, Carys Smith, who is the current regulatory and sales director over at Ayton Global Research, a company who helps brands with their claims substantiation. Despite some misconceptions online, claims are regulated, and no, companies can not just say what they want. In this conversation, we dove into what a claim is, what the different types of claims out there include, and what is the level of evidence behind them, regulatory enforcement from region to region, brands falling through the regulatory cracks, what claims we deem as ‘unethical’ and why, a general how-to for brands to effectively make compliant claims, and a run down for consumers for what to look for with respect to noncompliance.   Interested in supporting the show? Find us over at Patreon at www.patreon.com/theecowell