I remember, a few years ago, seeing some Aberdeen Angus beefburgers in my local supermarket labelled as “Not less than 100% beef!”. I turned them over to look at the list of ingredients. Yes, there was a list. You’d think they might not need a list for something that was really 100% beef.
This week, I spotted a bottle of shampoo.
Just what do people think they mean by ‘up to 100%’? Are they trying to reassure us that it isn’t more than 100% effective?
Readers will know that posts on Status-Q are up to 100% accurate and insightful, and, my friends, I think we should be bothered by such things. At first I was concerned that advertising executives have so little grasp of numbers. But not all advertisers are stupid, which led me to the far more worrying conclusion that this kind of thing must work on the populace as a whole. Scary.
Now, the more observant of you will have spotted the little asterisk on the bottle, indicating a footnote. So I turned this item over, too, and found it.
* visible flakes from a distance of 2 feet, with regular use
I guess this is their abbreviated way of saying, “we consider an absence of visible flakes at a distance of 2 feet to be 100% effective treatment, and we offer something between this, and no effect at all”. Presumably, also, the treatment appears more effective the further away you get?
Ah well, at least I don’t generally suffer from dandruff, which is perhaps why I’ve been rated, by up to 100% of those asked, as ‘amongst the handsomest men in the world’*.
*when viewed in a crowd of handsome men, from distances greater than 2km.