I'd focus on the honesty in advertising. Something like VeriSign for specific scientifically-proveable claims in ads (e.g. "Kills 99.9% of bacteria in 5 minutes

I'd focus on the honesty in advertising. Something like VeriSign for specific scientifically-proveable claims in ads (e.g. "Kills 99.9% of bacteria in 5 minutes" over "Best ever product").