Use case · Consumer products
Product claim substantiation for consumer brands
Product claim substantiation means holding the evidence for every objective claim on your packs, product pages and ads before they go out. With Veridat, each claim shows the proof it still needs and who signed it off, for consumer brands selling in the UK and US.
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Claims
The product claims consumer brands make
Common wording, the product claims evidence it usually needs, and the rule it falls under.
Removes 99% of dustA test on the product as sold: method, conditions, result.CAP Code 3.7 · FTC Act s.5
Clinically provenA study on people using the product as sold, with controls.CAP Code 12.1 · FTC health guidance
No.1 bestsellingSales data for the market and period the claim implies.CAP Code 3.7 · FTC Act s.5
Lasts twice as longThe same test on both products, which meet the same need.CAP Code 3.33, 3.34
Dermatologically testedWhat was tested, by whom, on how many people, with what result.CAP Code 12.1
Quieter than everNoise measurements of this and earlier models, taken the same way.CAP Code 3.7, 3.11
Kills 99.9% of bacteriaA lab test naming the organisms and the contact time.CAP Code 3.7 · FTC Act s.5
Loved by 10,000 customersGenuine reviews you can count, and proof of what they describe.CAP Code 3.7 · 16 CFR 255
For the evidence each kind of claim needs, see how to validate marketing and product claims (step 3).
The rules that apply
The rules behind product claim substantiation
Advertising claims compliance in the UK rests on the CAP Code and consumer law, and in the US on the FTC Act.
Rulings and actions
ASA rulings on product claims and FTC actions are public and name the brand.
A poster said an LED mask was clinically proven to reduce wrinkles in 4 weeks
. The ASA found the studies insufficient (CAP Code 3.1, 3.7, 12.1).
An e-scooter ad gave no clarification of the legal limits on using them. The ASA ruled it omitted material information (CAP Code 3.1, 3.3, 3.9).
Read the rulingPaid $40 million to settle charges that toning-shoe ads made unsupported weight-loss and toning claims.
Read the official announcementWith Veridat
How consumer product teams use Veridat
Add the claim from the brief
The wording, product, market and channel: pack, product page or ad.
Get the checklist
Each requirement cites its rule. Health and beauty claims get study-quality checks.
Attach the test evidence
The lab report with who ran it, how and when, and the measured result.
Sign off before print
Product and Legal sign with a reason; decisions can't be edited.
Questions
Asked by consumer product teams.
Do claims on packaging need evidence before launch?
Yes. Claims on the pack fall outside the CAP Code unless the pack appears in an ad, but UK consumer law covers any practice relating to a product's promotion or supply, and bans misleading actions and omissions. Hold the same evidence you would for an ad.
What evidence does the ASA expect for clinically proven
?
A robust study on people using the product as sold. In June 2026 the ASA upheld a complaint about an LED mask whose main study had 28 participants, no control group, no blinding and products not sold with the mask.
What does the FTC require to substantiate a product claim?
A reasonable basis before the claim is made. Its 1984 policy statement weighs the type of claim, the product, the consequences of a false claim and what experts consider reasonable. Health claims need competent and reliable scientific evidence, and reviews need the same support.
Can we compare our product with a competitor's?
Yes, if it is fair. The CAP Code requires products that meet the same need (rule 3.33), compared objectively on material, relevant, verifiable and representative features (rule 3.34). Run the same test on both and keep the results with the claim.
Can one test report support several claims?
Yes. In Veridat it is stored once and linked to every claim it supports. Give it an expiry date: when it passes, every claim that relies on it shows the evidence as expired, and your team decides what to do.
Keep going
Check, read, then try it with one claim
Bring one claim.
See what it needs.
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