How do companies get approval to use J.D. Power and Associates awards?
In the late 1980s, automotive manufacturers started using J.D. Power and Associates syndicated study results as promotional claims in advertising. At that time, the firm did not have an advertising claim policy. Even marginal performers began to advertise selected syndicated study results that showed them in a favourable light. At that time, J.D. Power and Associates established guidelines for advertising claims. Since that time, every advertisement related to a study or award is carefully reviewed to ensure accuracy. Today, only top-ranked performers in pre-defined categories are allowed to license the use of J.D. Power and Associates awards in advertising. Advertising claim categories are predetermined and pre-announced to the industry at the beginning of the year before each study is conducted.
