{
 "id": "method-comparative-claims",
 "url": "https://www.navigator.ca/knowledge/methodologies/comparative-claims",
 "type": "method",
 "title": "Comparative and superlative claims policy",
 "summary": "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",
 "body_markdown": "## Requirements\n\nA comparative or superlative claim is admissible only if all of the following are recorded.\n\n**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.\n\n**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.\n\n**Method.** How the comparison set was enumerated, what data was collected for each member, and from where.\n\n**Data.** The comparison table, published as an evidence record, with each competitor's value and its source.\n\n**Handling of edge cases.** For duration claims, how name changes, acquisitions, dissolutions and re-openings, and gaps in trading are treated.\n\n**Date.** Comparative claims are true at a date and must be re-run on a stated cycle.\n\n## Statuses available\n\nA 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.\n\n## Application to the marketing site\n\nUnqualified 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.",
 "jsonld": {
  "@context": {
   "@vocab": "https://schema.org/",
   "nav": "https://www.navigator.ca/knowledge/vocab#"
  },
  "@type": "Article",
  "@id": "https://www.navigator.ca/knowledge/methodologies/comparative-claims#article",
  "url": "https://www.navigator.ca/knowledge/methodologies/comparative-claims",
  "headline": "Comparative and superlative claims policy",
  "description": "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.",
  "dateModified": "2026-09-11",
  "publisher": {
   "@id": "https://www.navigator.ca/knowledge/entities/navigator-multimedia#org"
  }
 }
}