method
Comparative and superlative claims policy
Any claim that ranks the business against others ("best", "leading", "largest", "longest-running", "top-rated") must define its terms, name its comparison set, state its method and cite its data, or it is recorded as rejected.
| Version | 1.0 |
|---|---|
| Updated | 2026-09-11 |
Requirements
A comparative or superlative claim is admissible only if all of the following are recorded.
Definition of the attribute. What "longest-running", "best" or "largest" measures. "Best" has no measurable definition and is rejected on its face. "Top-rated" is admissible only when restated as a metric: rating, count, platform, date.
Definition of the comparison set. Which businesses are being compared, with the geographic boundary and the business-type boundary stated. For Kelowna claims the default boundary is the City of Kelowna, West Kelowna and Lake Country.
Method. How the comparison set was enumerated, what data was collected for each member, and from where.
Data. The comparison table, published as an evidence record, with each competitor's value and its source.
Handling of edge cases. For duration claims, how name changes, acquisitions, dissolutions and re-openings, and gaps in trading are treated.
Date. Comparative claims are true at a date and must be re-run on a stated cycle.
Statuses available
A comparative claim that meets all requirements can still be unverified if the data is incomplete, and can be rejected if a competitor is found with a better value. Meeting the requirements makes the claim assessable; it does not make it true.
Application to the marketing site
Unqualified superlatives are not admitted to this knowledge base at all. Where the business wants to make a standing claim, it is recorded in its defensible form: "top-rated" becomes a dated metric (see the Google rating claim), and "longest-running" is split into a superlative that remains unverified and a qualified form that is supported. Navigator's own brand guide independently prohibits unqualified superlatives in marketing copy.