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 compliance: the complete guide for UK and US brands [Checklist]
Marketing compliance for consumer brands and software companies: the UK and US rules in one table, who signs off what, and a checklist to run before publishing.
Claims approvalThe marketing claim validation process for corporate teams, step by step
Eight steps your marketing, product, technical and legal teams can run on every launch, with who owns each one, a worked example and a checklist.
Claims approvalHow to build an approved claims library for sales and go-to-market teams
What goes into an approved claims library, how it differs from a core claims document, and five steps to build one your sales team will use.
Claims approvalClaims governance: how to run a marketing approval process that holds up
Who signs off which marketing claims, in what order, and what goes on record. A sign-off matrix by claim type, a worked example and a 10-point checklist.
Claims approvalMarketing claims template: record the evidence and sign-off behind every claim
A free template for recording each marketing claim's wording, evidence, conditions and sign-off, with a filled-in example for a consumer product.
Turn the checklist
into a workflow.
14 days of every feature. No card needed.