Resources
Guides to claim substantiation.
Practical checklists for the ASA CAP Code, CMA green claims and approving marketing claims, written for marketing, product and legal teams. Not legal advice.
Guides and tools
Marketing Claims Governance Guide for UK B2B Teams
A practical guide to marketing claims governance, approved claims, evidence records, and claim approval workflows for UK B2B teams.
ASA and CAP CodeASA CAP Code substantiation checklist
What the ASA expects you to hold before you publish an objective claim, how to tell whether your evidence fits, and a checklist to run on every claim.
Claims approvalWhy Notion breaks for marketing claims governance
Why documentation tools struggle with approved claims, evidence-backed marketing claims, approval history, permissions, expiry, and reuse.
TemplatesEvidence-Backed Marketing Claims Template
Download practical templates for approved claims, product claims, evidence-backed marketing claims, reviewer decisions, and safe reuse conditions.
Green claimsGreen Claims Evidence Checklist
A practical checklist for green claims evidence, environmental claim substantiation, CMA Green Claims Code risk, and approved sustainability wording.
Green claimsEnvironmental claims assessment: how in-house teams review green claims before publication
How marketing, sustainability and legal teams can assess green claims themselves: what the rules ask, the evidence by claim type, and a pre-launch checklist.
Claims approvalHow to validate marketing and product claims before you publish
A seven-step process for in-house teams: find every claim, decide what it promises, match the evidence, check the rules, then record who signed it off.
Claims approvalWhat is an approved claims library, and how do go-to-market teams build one?
What an approved claims library holds, why spreadsheets fall short, and five steps to build one from the marketing claims you already use.
ASA and CAP CodeHow to check advertising claims before launch: a checklist for marketing teams
A twelve-point checklist for marketing teams: how to check advertising claims, flag the risky ones and fix unverifiable wording before launch.
Claims approvalMarketing compliance software: a buyer's guide for consumer brands and software companies
Marketing compliance software for consumer brands and software companies: the tools worth a look, the UK and US rules they should cover, and how to choose.
Claims approvalBest marketing compliance software in 2026, for consumer brands and software companies
The best marketing compliance software for consumer brands and software companies: eight tools, what each does well, who it suits and what it costs.
Claims approvalThe best tools for verifying advertising claims before launch
Got a launch going out with a risky claim on it? Here's how to verify advertising claims in five steps, and the tools that help, from free checkers to sign-off.
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