United Kingdom · CAP Code · landing pages
HEPA filtration efficiency claims on UK landing pages — CAP literacy
Air-care appliance pages use True HEPA badges, micron capture percentages and EN 1822 class lines beside CADR and room-size tables. Shoppers often read filtration numbers as guaranteed whole-room outcomes without opening test footnotes. This guide helps UK marketers inventory HEPA strings on live URLs. Not ASA clearance and not legal advice.
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HEPA and high-efficiency filtration heroes on appliance pages
Air purifier, vacuum cleaner and HVAC accessory landing pages stack HEPA badges, micron capture percentages and allergen removal claims beside lifestyle photography. Shoppers often treat the headline efficiency as guaranteed in every room size without opening airflow tables.
Under CAP Code 3.7, objective filtration performance claims need substantiation — marketers inventory exact numeric strings before seasonal indoor-air campaigns.
Cross-read noise level decibel claims, energy efficiency rating claims, and allergen-free claims.
Common HEPA wording patterns
| String | Shopper read | Register note |
|---|---|---|
| True HEPA 99.97% at 0.3 µm | Medical-grade capture | Confirm EN 1822 class if cited |
| HEPA-type / HEPA-like | Weaker promise | Do not merge with True HEPA row |
| Captures 99.9% of allergens | Room air outcome | Baseline pollutant named if claimed |
| Washable HEPA filter | Maintenance claim | Separate from efficiency row |
| Hospital-grade filtration | Institutional benchmark | Scope facility type if implied |
Room size, CADR and system boundaries
Clean air delivery rate figures may appear in footnotes while heroes cite HEPA efficiency only — log CADR tables separately from filter media claims.
Combo units mixing humidifier and purifier functions must scope which modes were tested — do not merge humidification outcomes with HEPA rows.
See bundle pricing claims and comparative vs competitor claims.
Worked example
Hero: “True HEPA H13 filter captures 99.95% of particles at 0.3 µm — tested to EN 1822.” Spec tab lists model AP-400 and max room 40 m². Literacy notes:
- H13 class: Objective — evidence should match named standard.
- Room limit: 40 m² — separate from filter efficiency row.
- Test standard: EN 1822 on-page — archive report filename.
- Retailer snippet: Shows 99.97% — reconcile feed copy.
Common misreadings
- Pre-filter mesh assumed to satisfy HEPA hero. Log each stage separately.
- Carbon layer assumed to prove allergen removal percentage. Split adsorption from HEPA rows.
- Energy label grade treated as filtration proof. ERP and HEPA are different claim classes.
- Outlet colour variant excluded from hero scope. Log clearance SKUs separately.
Desk checklist
| Check | Pass hint |
|---|---|
| Hero matches filter datasheet | Same class and micron point |
| HEPA-type vs True HEPA split | No shorthand drift |
| Room size / CADR scoped | Separate register rows |
| Marketplace feed logged | Separate from consumer URL |
| Agency handoff register | Agency handoff guide |
Fragrance-free and clinical adjacency
Fragrance-free claims describe absence of perfume — they do not substantiate particulate capture percentages on the same hero.
Dermatologically tested lines concern skin protocols — unrelated to inlet filtration unless copy incorrectly links them.
See fragrance-free claims and dermatologically tested claims.
Promotional modules
Black Friday modules may shorten hospital-grade to pro filter for headline space — log promotional strings separately from evergreen PDP copy.
Free gift with purchase modules must not imply upgraded HEPA class when only cosmetic accessories change.
See was/now pricing claims and free gift with purchase claims.
Register hygiene reminder
Date-stamp each CiteBefore scan when suppliers redesign filter cassettes after motor changes — efficiency mismatches are a frequent complaint theme after range refreshes.
Keep EN 1822 or equivalent test PDF filenames in the evidence column even when methodology text is collapsed in accordions.
See claim substantiation and claim register template.
Repairability and spare filters
Repairability score claims concern spare-part availability — they do not replace HEPA class substantiation on the main unit page.
Refill pouch claims on consumables must scope which filter SKU the pouch replaces — log accessory URLs separately.
See repairability score claims and refill pouch claims.
Water-resistant claims on outdoor covers do not substantiate indoor HEPA performance — keep enclosure copy out of the filtration evidence folder.
Star rating widgets must not imply independent verification of HEPA tests — testimonials are not substantiation.
See water-resistant claims and testimonials are not substantiation.
Seasonal campaign rescans
January indoor-air promotions often duplicate last year’s HEPA hero while filter SKUs changed — schedule a CiteBefore rescan before paid search relaunch even when the URL path is unchanged.
Trade-show QR codes sometimes land on shortened mobile heroes that omit EN 1822 class text present on desktop — log both renderings in the register.
See countdown timer advertising claims and limited time offer claims when urgency modules sit beside filtration badges.
Questions
Are HEPA filtration efficiency percentages objective claims on appliance pages?
Stated 99.97% at 0.3 µm and similar HEPA class lines are measurable when scoped to a named test standard. CAP literacy expects substantiation — inventory exact numeric strings.
Must hero HEPA claims match the replaceable filter SKU sold?
Shoppers expect consistency between headline efficiency, filter part numbers and compatible model lists. Log each variant row separately in the register.
Does CiteBefore run filter bench tests?
No. CiteBefore inventories visible advertising copy on submitted URLs. Test reports remain your product compliance folder.
Can True HEPA substitute for H13/E11 class wording?
Markets mix marketing terms with EN 1822 classes — cross-read comparative claims when both appear on one URL.
Do marketplace bullets inherit outdated efficiency figures after filter redesign?
B2B and retail feeds often lag relabelled SKUs. Log merchant and on-site hero strings separately.
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