United Kingdom · CAP Code · promotional claims
Cashback and rebate claims on UK landing pages — CAP literacy
“£100 cashback”, “trade-in rebate”, “submit your claim within 30 days” — cashback modules promise money after purchase, not at checkout. Under CAP Code 3.7 consumers may treat the headline amount and claim window as objective facts. This guide helps UK marketers inventory cashback and rebate wording before publish.
Why cashback lines are claims, not footnotes
CAP substantiation guidance applies to promotional promises consumers rely on. A cashback hero implies:
- A defined amount or maximum will be paid if conditions are met.
- The consumer knows how and when to claim.
- Eligible products and purchase channels are identifiable.
Inventory headline, product tile badge, cart banner, confirmation email snippet and T&C summary as separate register rows — they diverge after finance updates the rebate portal.
Common cashback patterns on landing pages
| On the page | Likely consumer takeaway | Register / evidence column |
|---|---|---|
| “£X cashback when you buy …” | Fixed post-purchase payment | SKU list, claim cap, payment method |
| “Up to £X rebate” | Maximum, not guaranteed for all | Tier table, qualifying models |
| “Claim within 30 days” | Hard deadline | Portal rules, proof-of-purchase list |
| “Cashback paid in 28 days” | Payment timing promise | Finance SLA, BACS vs voucher |
| “Instant cashback at checkout” | Immediate discount mechanics | May overlap bundle pricing — see below |
Cashback vs money-back guarantee vs discount
Three different modules, three register rows:
- Cashback / rebate — post-purchase claim process, often third-party portal.
- Money-back guarantee — satisfaction refund framing — money-back guarantee claims.
- Was/now or bundle price — immediate shelf price — was/now pricing, bundle pricing claims.
Do not label a checkout discount as “cashback” in the hero if no claim step exists — contradiction risk under Rule 3.9 (material information).
Material information checklist
Eligibility and exclusions
Trade customers only, specific retailers, finance deals excluded, geographic limits — if the headline says “everyone”, T&Cs cannot hide business-only eligibility in paragraph 14.
Claim mechanics
Serial numbers, receipts, product registration, and maximum claims per household must be findable without hunting. Same habit as limited-time offer claims.
Tax and payment form
If copy states “paid as BACS” or “gift card equivalent”, register the line — consumers may treat payment method as material.
Pre-publish inventory habit
- Log each visible cashback line with amount, SKU scope and claim URL.
- Cross-check mobile hero vs desktop T&Cs link — truncated modules drop qualifiers.
- Hold promotion owner sign-off before go-live.
- Run a free scan on staging — free scan.
Agency handoff: claim register agency template. Substantiation primer: advertising claim substantiation.
What CiteBefore does — and does not do
- Not ASA clearance — we inventory and flag gaps; we do not approve copy.
- Not rebate portal auditing — we do not test claim submission flows.
- Not legal advice on promotional law beyond CAP literacy.
Questions
Is cashback a separate claim from the main product price?
Usually yes. Headlines like £50 cashback or claim your rebate are objective promises about post-purchase benefit. Eligibility, claim windows, payment method and exclusions must be clear and consistent with the headline under CAP 3.7 and material information rules.
What evidence belongs in the claim register for rebates?
Promotion terms, claim portal rules, SKU eligibility, maximum redemptions, payment timing, tax treatment if stated, and proof that the headline matches live T&Cs. Re-scan after hero or checkout module edits.
Does CiteBefore approve cashback campaigns?
No. CiteBefore inventories claims on a live URL and flags evidence gaps. ASA decides complaints; Copy Advice is a separate service.
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