Claim risk checker · Free, no account needed
Free marketing claim checker
Paste an ad, product page, packaging or sales copy. The checker highlights every marketing and product claim, how risky it is, what evidence is missing, and which UK and US advertising rules apply.
Your marketing copy
0 of 20,000 characters
What you'll get
Our purifier removes 99% of dust and is quieter than any other model.
- Every claim highlighted, with how risky it is
- What's missing, in your own words
- The UK and US rules that apply
No account needed. It runs on Veridat's own engine, built for marketing copy. Your copy is never sent to an AI service, and the same copy always gets the same result.
This check highlights wording that may need evidence. It isn't legal advice, and it doesn't decide whether a claim is lawful.
What it finds
Find every phrase someone could ask you to prove.
The claim checker sorts each one into 12 kinds, because each kind needs different evidence.
- Performance and specifications
Removes 99% of airborne dust within 30 minutes
- Comparisons
Runs quieter than any purifier we've made
- Superlatives
The best air purifier on the market
- Health and beauty
Clinically proven to reduce allergens
- Environmental
Eco-friendly packaging that's kinder to the planet
- Safety
Non-toxic and safe for young children
- Certifications and standards
CE marked and built to ISO 9001 standards
- Price and savings
Payback in under 12 months
- Origin
Made in Britain since 1952
- New and free
All-new design, with free delivery on orders
- Popularity
Trusted by over 200 manufacturers across Europe
- Reviews and ratings
Rated 4.8 from 3,000 reviews
It skips opinion such as a design you will love
, calls to action, menus and legal small print.
Risk
Sort marketing claims by how much proof they need.
Each claim's kind sets its risk, and who is speaking sets its proof; absolute words raise it and a source with a condition lowers it. How risk is scored
- HighHealth, safety, superlatives, broad green wording
- MediumFigures, certifications, ratings, customer counts
- LowNew, free, or sourced and qualified
The rules
Know which UK or US rule each claim falls under.
Each claim cites the rules for the market you pick. For the evidence they expect, see the CAP Code substantiation checklist and the green claims rules for UK and US brands.
UK
US
- FTC Act section 5 and the substantiation policy
- FTC Policy Statement on Deception
- FTC Health Products Compliance Guidance
- Green Guides (16 CFR Part 260)
- Endorsement Guides (16 CFR Part 255)
- Consumer reviews rule (16 CFR Part 465)
- Made in USA rule (16 CFR Part 323)
- Guide on ‘Free’ (16 CFR Part 251)
- Guides Against Deceptive Pricing (16 CFR Part 233)
Worked example
What a check gives you, on an example page.
Three claims from the example copy, as the checker reports them for the UK.
the best air purifier on the marketHighClaims 'best' but says nothing about the data behind it: what was measured, where, and when.
Rated first for [what was measured] among [N] air purifiers tested by [source] ([year])
It removes 99% of airborne dust within 30 minutesMediumSays '99%' but not the room size, setting or test it was measured in.
Removes 99% of airborne dust within 30 minutes in a [N] m² room, tested by [lab] ([year])
Eco-friendly, guaranteedHigh'Eco-friendly' is a broad claim. It must be specific about the benefit and backed by evidence covering the product's whole life cycle.'guaranteed' leaves no room for exceptions. Your evidence must cover every case, or the wording needs to change.
[The specific benefit, for example 'Made with 30% recycled plastic in the housing']
Limits
What the checker doesn't do
- It isn't legal advice, and doesn't decide whether a claim is lawful.
- It doesn't judge whether your evidence is enough.
- It reads one page per web address, or 20,000 characters of pasted copy.
- It runs on Veridat's own engine, built for marketing copy. Your copy is never sent to an AI service, and the same copy always gets the same result.
- Reports are kept for 90 days, and your pasted copy is deleted seven days after that.
Questions
Questions about the claim checker
Is the marketing claim checker free?
Yes. Checking copy is free, with every claim shown alongside its risk, what is missing and the rules that apply, and the PDF report with safer wording is free too. You can run up to 10 checks an hour. Veridat itself is a paid product with a 14-day free trial.
Do I need an account?
No. Paste your copy or a web address and the results appear on the page. You give an email address only if you want the PDF report sent to you, and you need an account only to keep your claims in Veridat and gather their evidence.
How do I check advertising claims before launch?
Paste the draft ad, product page or packaging copy into the checker and choose the market and audience. It highlights each claim, its risk, the missing evidence and the rules that apply. Then gather the evidence, fix what you cannot prove, and get sign-off before launch.
How do I flag risky marketing claims?
The checker flags them for you. Health and beauty results, safety claims, superlatives, broad green wording and comparisons with competitors start as high risk, and absolute words such as guaranteed raise the risk. Start with the high-risk claims: each needs robust evidence or a rewrite.
Can I check a whole website?
Not in one go. The checker reads one page per web address, so check your most important pages one at a time. Some pages build their text in the browser and cannot be read from the address; for those, paste the copy, up to 20,000 characters.
Which countries' rules does it cover?
The UK and the US. For the UK it cites the CAP Code, the CMA Green Claims Code, the DMCC Act 2024 and, for advertising to businesses, the 2008 regulations. For the US it cites the FTC Act and the FTC's guides on substantiation, health, green claims, endorsements, reviews and pricing.
Does it use AI?
Your copy is never sent to an AI service such as ChatGPT. The checker runs on Veridat's own engine, built for marketing copy, inside Veridat. It isn't trained on your copy, and the same copy always gives the same result.
Is it legal advice?
No. The checker highlights wording that may need evidence and shows which rules are likely to apply. It does not decide whether a claim is lawful or whether your evidence is enough. For decisions about specific claims, speak to a qualified adviser.
Next step
From checked marketing claims to approved claims
Add your claims to Veridat to gather the evidence each one needs and get it signed off: see how it works.