Marketing and product claims compliance
Make bold claims.Keep them.
Software for validating marketing and product claims. Keep the evidence and sign-off behind every claim, so your ads, packs and product pages hold up when someone asks for proof.
14 days of every feature. No card needed.
The problem
The claim is public. The proof is in someone's inbox. The sign-off was a thumbs-up in chat. Eight months later, a regulator asks who approved it?
Sound familiar?
What marketing, legal and product teams say.
A blog takes two days to write and three weeks to clear legal review.
Our approved language lives in a spreadsheet, and nobody's sure it's current.
Is the claim in last year's sales deck still approved?
Every number in the copy needs its source attached.
Approval is a status and a login. Nobody can see what was actually checked.
Record keeping is a must. It's a pain, but you get used to it.
Paraphrased from public posts by marketing, legal and product practitioners. No names, no endorsements implied.
Why it matters
Why "it's in someone's inbox" isn't an answer.
Of global turnover or £300,000
Whichever is greater. Since April 2025 the CMA can fine a business directly for misleading consumers, under the DMCC Act 2024. CMA guidance
ASA rulings name the brand
The Advertising Standards Authority upholds complaints when the evidence doesn't match the strength of the wording, and publishes the ruling.
Substantiation comes first
Under the CAP Code you must hold the evidence before the claim goes out, not after someone asks for it.
One place for every claim
See what needs you, what's at risk and what changed.
The home screen shows claims by status, what is waiting for you and the evidence that lapses next.
How it works
From one sentence to a claim you can defend.
Know exactly what the claim needs.
Write the claim as you want to say it. Veridat checks it against UK and US advertising rules and turns it into a checklist.
- Every requirement names the rule it comes from
- Where no rule applies, it says so plainly
Attach the proof to the requirement it answers.
Add test reports, studies and data once, with who produced them and when, and tick the criteria each one meets.
- Provenance for every evidence record
- Review and expiry dates set as you attach
Legal sign‑off that sticks.
Legal and the other functions the claim needs approve it with the evidence beside them, and each decision is kept.
- Approve, add conditions, send back or reject
- The claim is approved only when every required reviewer has signed
See what lapses before it does.
Evidence and exceptions have dates. Veridat shows what expires next and the claims that depend on it, and turns gaps into tasks.
- A morning email when new tasks reach you
- Approved wording ready to reuse
Audit trail
Answer "who approved it?" in minutes.
Each claim keeps its evidence, approvals and history together, so there is no paper trail to assemble.
- Decisions can't be edited or deleted
- Each names the person, role and time
- Accepted gaps keep their reason
Approved claims library
Reuse approved wording without starting legal review again.
Each approved wording keeps the markets, channels and conditions it was cleared for, so Legal only reviews what's new.
Example wording.
Use cases
For brands whose marketing claims get questioned.
For product marketing, legal, compliance and product teams who need to know what they can say.
Consumer products
Packaging, labels, product pages and advertising, from the marketing brief to the final artwork sign-off.
Software
Product marketing, launch pages and sales decks, where every team needs to know what it can actually say.
Sustainability
Green claims that must be specific, accurate and backed by evidence covering the whole product.
Early access
Shape Veridat as a founding design partner.
We're working closely with a small group of brand, marketing and legal teams. Join by signing up, and we'll be in touch personally.
Questions
Validating marketing claims, answered.
Plain answers to what teams ask us most.
What is Veridat?
Veridat is software for validating marketing and product claims: the evidence each claim needs, the UK and US rules behind it, and a record of who approved it. Each claim gets a checklist drawn from 26 UK and US advertising rules, a place for its proof, and sign-off by the right functions, kept in a history that can't be edited.
What is claim substantiation?
Holding the evidence that proves a marketing claim before you publish it. In the UK the ASA's CAP Code requires it for any objective claim; in the US the FTC expects competent and reliable evidence. Veridat keeps that evidence, the rule it answers and the sign-off together for each claim.
How do I prove a marketing claim to the ASA?
Hold documentary evidence that matches the claim exactly: the same product as sold, the same conditions and the same strength of wording. Veridat turns each claim into a checklist of what that evidence must cover, and records who signed it off.
How can we speed up legal review of marketing copy?
Give Legal the claim, its evidence and the applicable rule in one place, and reuse wording that's already approved, so a review starts from the facts and only new wording needs one.
How do we keep track of approved marketing claims?
Replace the spreadsheet or messaging matrix with an approved claims library. Each wording keeps the markets, channels and conditions it was approved for, its evidence and its expiry date.
Is Veridat an MLR review tool for pharma?
No. Veridat is built for consumer product brands and software companies. It covers advertising claims under the CAP Code, CMA rules and the FTC, not medicines promotion.
Does Veridat replace our lawyer?
No. Veridat keeps the record and the proof, and shows which rules apply. Final legal and commercial decisions stay with your reviewers.
Where is our data held?
In the EU, in Dublin. Evidence files are private to your workspace.
Make your next claim
one you can keep.
14 days of every feature. No card needed.