Definitive words mean there is only one possible outcome, and these words should be avoided as they would constitute a medical claim if in combination or referencing any medical condition.  Very few things in life are definitive.  Death and taxes are the two that come to mind.   And when it comes to marketing a product, the only companies allowed to use definitive words are those that have FDA approved products that have proven clinical data to back it up.    So, when you want to say things like “CBD reduces inflammation”, you can’t.  Because somewhere out there, there is someone that it won’t have that effect on.  Even doctors still call it “practicing medicine” because how could they know exactly how the body will react to anything.  Especially since we are all made different and there are literally millions of variables to consider in the human body.   Therefore, you need to focus on words that are not definitive while maintaining honesty and integrity to market your product and get your message across.