Who should use this marketing claims template?
This template is for product marketers, founders, legal reviewers, compliance teams, and revenue teams that need a lightweight way to record approved claims before they invest in a full workflow. It works best for high-risk public claims, sales deck claims, security claims, sustainability claims, and customer outcome claims.
What fields should every approved claim include?
A claim record should be complete enough for a future reviewer to understand the wording and evidence without searching through old messages. The field list below is a minimum viable structure.
- Claim ID or code
- Canonical claim wording
- Claim category, such as product, outcome, security, compliance, sustainability, or customer proof
- Product or service covered
- Audience and geography
- Channel, such as website, deck, email, ad, or one-pager
- Evidence link and evidence owner
- Reviewer decision and decision date
- Approved wording for reuse
- Conditions, qualifications, or disclaimers
- Review date or evidence expiry date
How should teams decide whether evidence is good enough?
Evidence should match the likely interpretation of the claim. If the evidence is narrow, the approved wording should be narrow. If the evidence is old, the claim should have a near-term review date. If the evidence is uncertain, the claim should stay in draft or be approved only with conditions.
For example, a single customer interview may support “one customer reported a faster review process.” It does not automatically support “customers reduce review time by 50 percent.”
Template: claim review questions
Use these questions during claim review. They are designed to make the approval decision clearer and reduce ambiguous claims.
- What exactly does the audience think this claim means?
- Is the claim objective, comparative, superlative, regulated, environmental, or security-related?
- Does the evidence support the exact wording?
- Does the evidence need qualification, date context, or methodology notes?
- Can this wording be reused across channels, or only in a specific context?
- Who owns the evidence and when should it be reviewed again?
Template: approved wording block
Approved wording should be easy to copy and hard to misinterpret. Store the approved phrase, approved channels, required qualification, and any prohibited variants.
- Approved wording: the exact phrase teams may reuse
- Approved channels: where it may be used
- Required qualification: what must appear near the claim
- Do not use: unsafe variants or unsupported stronger wording
- Review by: date or triggering event
FAQ: Is this template enough for regulated teams?
It is a useful starting point, but regulated or high-growth teams usually need workflow controls, role-based review, immutable approval history, evidence expiry monitoring, and a central claims library. Use the template to define your process, then move high-risk claims into a governed workflow.
FAQ: What should we do after filling in the template?
Run public copy through the Claim Risk Checker, prioritise the highest-risk claims, then build a claims library of approved wording. You can also read the Claims Governance Guide for UK B2B Teams for a broader operating model.
Disclaimer
This template is informational only and is not legal advice. Approval standards should be set with appropriate legal, compliance, and subject matter reviewers.
Next step
Paste a page of copy into the Claim Risk Checker to find candidate claims and prioritise what needs evidence first.