> I don't think a simple claim that can be shown to be false qualifies as fraud.

Then what does? If they're using claims they can't back up, or that they know are false, to sell their product, that's pretty clear-cut fraud to me.

> If evidence was doctored to back up the claim that might qualify, but otherwise it's just be an opinion.

Well, you have a much different standard for fraud than I do. I think my standard is more useful for preventing harm and sending scammers to prison, however, so I'll stick with it.