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.

Free tool

Claim Risk Checker

Paste a page of marketing copy and see which phrases are claims that need evidence, what kind, and which rule they fall under. No account needed.

Check your copy →

Choosing software

Outgrown your claims spreadsheet? How to move marketing claims off Excel, Sheets and shared drives

Running marketing claims in Excel, Sheets, SharePoint or Notion? What those tools do well, seven signs you've outgrown them, and a five-step move.

11 min read→Claims approval

Marketing 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.

9 min read→Green claims

Green claims evidence checklist: what to hold before you publish

What proof do "recyclable", "carbon neutral" or "plastic-free" need? A claim-by-claim evidence checklist with the UK, EU and US rules for each.

15 min read→

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