United Kingdom · CAP Code · landing pages

Guides

Practical notes for UK marketers and agencies: inventory claims on a live URL, hold evidence before publish, and know when ASA Copy Advice is the next step — not a substitute for clearance.

Not ASA clearance. Not legal advice. CiteBefore inventories advertising claims and evidence columns. The ASA decides complaints. These guides are informational only.

Pricing & offers

Was/now pricing claims (incl. Black Friday) — reading UK CAP cues

Reference pricing, strike-through savings, and seasonal sale checklists from published promotional-savings materials. Not ASA clearance.
Countdown timers in UK ads — reading CAP cues (literacy)

Inventory urgency clocks and time-limited offer modules against published CAP/ASA countdown guidance. Not ASA clearance.
Free delivery advertising claims under UK CAP — landing-page literacy

Absolute “free UK delivery” headlines vs buried geographic exclusions — rule 3.9 contradiction habit. Not ASA clearance.
Money-back guarantee claims on landing pages — CAP literacy

“100% money-back guarantee” vs hidden restocking fees and refund-process gaps — rules 3.53–3.55. Not ASA clearance.
Free trial vs money-back offer under UK CAP — landing-page literacy

How UK marketers read free trial vs money-back offer claims on SaaS and info-product landing pages against CAP Code 3.26. Inventory habit only. Not ASA clearance.
NHS discount and key-worker claims on UK landing pages — CAP literacy

How UK marketers inventory NHS discount, Blue Light Card, and key-worker eligibility claims on landing pages against CAP Code 8.17. Not ASA clearance.
Award-winning claims on UK landing pages — CAP literacy

How UK marketers inventory award-winning, award badge and trophy claims on landing pages under CAP Code 3.7. Not ASA clearance.
Limited time offer claims on UK landing pages — reading CAP cues

How UK marketers inventory limited time, ends midnight and urgency offer claims on landing pages under CAP Code 8.17. Claim-register literacy — not ASA clearance.
Price match guarantee claims on landing pages — CAP literacy

Lowest price, price promise and beat-any-quote modules — terms, like-for-like evidence and contradiction checks. Not ASA clearance.
Subscription auto-renewal claims on UK landing pages — CAP literacy

Free trial, cancel anytime and post-trial billing modules — inventory each claim under CAP 3.9 / 3.26. Not ASA clearance.
Clearance and end-of-line sale claims on UK landing pages — CAP literacy

Inventory clearance, end-of-line and closing-down sale headlines against reference-pricing and rule 3.9 habit. Not ASA clearance.
Bundle and multi-buy pricing claims on UK landing pages — CAP literacy

“Buy together and save”, kit bundles and multi-buy mechanics — substantiation and component-price register rows under CAP 3.7. Not ASA clearance.
Eco certification badge claims on UK landing pages — CAP literacy

Inventory eco labels, certification badges and green trust strips on landing pages under CAP Code 3.7. Not ASA clearance.
Free gift with purchase claims on UK landing pages — CAP literacy

Inventory GWP, bonus-item and gift-worth modules under CAP 3.7 — stock limits, eligibility and contradiction checks. Not ASA clearance.
Installment and buy-now-pay-later claims on UK landing pages — CAP literacy

Inventory pay-in-3, 0% instalment and BNPL widget copy — fees, eligibility and headline contradictions under CAP 3.7. Not ASA clearance.
Cashback and rebate claims on UK landing pages — CAP literacy

Inventory post-purchase cashback, rebate and claim-window modules under CAP 3.7 — eligibility, payment timing and T&C contradictions. Not ASA clearance.
Limited stock and availability claims on UK landing pages — CAP literacy

Inventory “only X left”, low-stock and selling-fast modules under CAP 3.7 — substantiation and contradiction checks. Not ASA clearance.

Testimonials & endorsements

Testimonials are not substantiation

Why Trustpilot quotes and client emails do not prove an objective claim. Inventory the line inside the quote under CAP 3.7 / 3.48–3.49.
“Dermatologist recommended” and professional badges

Survey evidence vs signposting for No.1 dermatologist recommended badges. Public ASA ruling context. Not clearance of any named brand.
Trust badges and award claims on UK landing pages — CAP 3.7 literacy

How UK marketers inventory trust badges, award logos and as seen in strips on landing pages under CAP Code 3.7. Claim-register literacy — not ASA clearance.
Influencer endorsement claims on landing pages — CAP literacy

Creator quotes, UGC tiles and #ad reuse on owned URLs — inventory objective claims inside endorsements. Not ASA clearance.
Star rating and review count claims on UK landing pages — CAP literacy

Reading 4.9-star, Trustpilot widget and review-count headline claims under CAP Code 3.7. Not ASA clearance.

Health/green claims

Clinically proven and green claims checklist

Pre-publish CAP 3.7 checklist for "clinically proven", "dermatologist tested", "eco-friendly", "carbon neutral" and similar claims. Literacy only; not ASA clearance.
Health claims on product detail pages — CAP 3.7 literacy

How UK marketers inventory health, beauty, and efficacy claims on product detail pages (PDPs) against published CAP/ASA substantiation guidance. Not ASA clearance.
“Results may vary” disclaimers vs CAP substantiation

Do results may vary disclaimers replace CAP Code 3.7 substantiation on UK landing pages? Inventory habit for UK marketers. Not ASA clearance.
Allergen-free and free-from claims on UK landing pages — CAP literacy

Inventory nut-free, gluten-free and free-from composition lines under CAP 3.7 — pack alignment and absolute vs qualified wording. Not ASA clearance.
Net zero headline claims on UK landing pages — CAP literacy

Inventory net-zero, carbon-neutral and offset-scope headlines under CAP 3.7 — qualification and green-claim habit. Not ASA clearance.
Recyclable and recyclable packaging claims on UK landing pages — CAP literacy

Inventory widely recycled, plastic-free mailer and component-part packaging lines under CAP 3.7 — material information habit. Not ASA clearance.
Vegan and plant-based claims on UK landing pages — CAP literacy

Inventory vegan, plant-based and certification badge composition lines under CAP 3.7 — absolute vs qualified wording. Not ASA clearance.
Biodegradable and compostable plastic claims on UK landing pages — CAP literacy

Inventory biodegradable, compostable and plastic-free packaging lines under CAP 3.7 — disposal route and qualification habit. Not ASA clearance.
Refill and pouch packaging claims on UK landing pages — CAP literacy

Inventory refill pouch, reduced-plastic and subscription packaging claims under CAP 3.7 — baseline and SKU scope. Not ASA clearance.
Recycled content percentage claims on UK landing pages — CAP literacy

Inventory recycled content, PCR and percentage-by-weight lines under CAP 3.7 — scope and component exclusions. Not ASA clearance.
Carbon neutral and offset claims on UK landing pages — CAP literacy

Inventory carbon neutral, offset-scope and climate headline lines under CAP 3.7 — qualification habit. Not ASA clearance.
Organic ingredients claims on UK landing pages — CAP literacy

Inventory certified organic and made-with-organic lines — scope, certification marks and INCI mismatches. Not ASA clearance.
Compostable packaging claims on UK landing pages — CAP literacy

Inventory compostable mailer and home vs industrial compost lines under CAP 3.7. Not ASA clearance.
Cruelty-free and not tested on animals claims on UK landing pages — CAP literacy

Inventory cruelty-free, certification marks and testing-scope lines under CAP 3.7. Not ASA clearance.
Dermatologically tested claims on UK landing pages — CAP literacy

Inventory dermatologically tested and sensitive-skin protocol lines under CAP 3.7. Not ASA clearance.
Hypoallergenic claims on UK landing pages — CAP literacy

Inventory hypoallergenic and sensitive-skin wording under CAP 3.7. Not ASA clearance.
Sulfate-free claims on UK landing pages — CAP literacy

Inventory sulfate-free and SLS/SLES wording on haircare landing pages. Not ASA clearance.
Fragrance-free claims on UK landing pages — CAP literacy

Inventory fragrance-free and no-added-fragrance wording under CAP 3.7. Not ASA clearance.
Alcohol-free claims on UK landing pages — CAP literacy

Inventory alcohol-free and no-denatured-alcohol wording on skincare landing pages. Not ASA clearance.
Paraben-free claims on UK landing pages — CAP literacy

Inventory paraben-free and no-paraben wording under CAP 3.7. Not ASA clearance.
Silicone-free claims on UK landing pages — CAP literacy

Inventory silicone-free and no-silicone wording on haircare landing pages. Not ASA clearance.
Talc-free claims on UK landing pages — CAP literacy

Inventory talc-free and no-talc powder wording under CAP 3.7. Not ASA clearance.
Preservative-free claims on UK landing pages — CAP literacy

Inventory preservative-free and no-added-preservative strings on live URLs. Not ASA clearance.
Water-resistant claims on UK landing pages — CAP literacy

Inventory water-resistant, splash-proof and IP rating strings on live URLs. Not ASA clearance.
Non-comedogenic claims on UK landing pages — CAP literacy

Inventory non-comedogenic and won't-clog-pores wording under CAP 3.7. Not ASA clearance.
Hydrating and moisturising claims on UK landing pages — CAP literacy

Inventory hydrating, moisturising and moisture-boost strings on live URLs. Not ASA clearance.
Anti-ageing claims on UK landing pages — CAP literacy

Inventory anti-ageing, wrinkle and fine-line wording under CAP 3.7. Not ASA clearance.
Energy efficiency rating claims on UK landing pages — CAP literacy

Inventory A–G, kWh and ERP label strings on appliances and electronics. Not ASA clearance.
Battery life duration claims on UK landing pages — CAP literacy

Inventory hours, days and standby duration strings on device landing pages under CAP 3.7. Not ASA clearance.
Repairability score claims on UK landing pages — CAP literacy

Inventory repair index numbers, spare-part promises and modular design strings. Not ASA clearance.
Noise level decibel claims on UK landing pages — CAP literacy

Inventory dB(A), sound-power and whisper-quiet strings on appliance pages under CAP 3.7. Not ASA clearance.
U-value and thermal insulation claims on UK landing pages — CAP literacy

Inventory U-value, R-value and lambda strings on building-material and HVAC landing pages. Not ASA clearance.
Food-contact safety claims on UK landing pages — CAP literacy

Inventory food-safe, BPA-free and migration-test strings on kitchenware landing pages under CAP 3.7. Not ASA clearance.
Fire-retardant and flame-resistance claims on UK landing pages — CAP literacy

Inventory FR, BS 5852 and treated-fabric strings on upholstery and textile landing pages under CAP 3.7. Not ASA clearance.
Load capacity and weight-limit claims on UK landing pages — CAP literacy

Inventory maximum load, WLL and per-shelf capacity strings on hardware landing pages under CAP 3.7. Not ASA clearance.
HEPA filtration efficiency claims on UK landing pages — CAP literacy

Inventory True HEPA, EN 1822 class and micron capture strings on air-care appliance pages. Not ASA clearance.
CE and UKCA conformity claims on UK landing pages — CAP literacy

Inventory CE, UKCA and declaration-of-conformity strings on hardware and electrical product pages under CAP 3.7. Not ASA clearance.
IP rating and ingress protection claims on UK landing pages — CAP literacy

Inventory IP65, IP67 and ingress protection strings on outdoor electronics and industrial hardware pages. Not ASA clearance.
Motor efficiency IE class claims on UK landing pages — CAP literacy

Inventory IE3, IE4 and premium-efficiency motor class strings on pumps, fans and drive product pages under CAP 3.7. Not ASA clearance.
Vibration reduction hand-tool claims on UK landing pages — CAP literacy

Inventory anti-vibration, low-vibration and m/s² hand-arm vibration strings on power-tool pages under CAP 3.7. Not ASA clearance.
Scratch-resistant durability claims on UK landing pages — CAP literacy

Inventory Mohs, Taber abrasion and scratch-proof strings on electronics and surface product pages under CAP 3.7. Not ASA clearance.
Antimicrobial and antibacterial surface claims on UK landing pages — CAP literacy

Inventory kill-rate, log reduction and treated surface strings on hardware and facility product pages under CAP 3.7. Not ASA clearance.
Impact-resistant drop test claims on UK landing pages — CAP literacy

Inventory IK ratings, drop height and shockproof strings on rugged goods pages under CAP 3.7. Not ASA clearance.
Wireless range and signal strength claims on UK landing pages — CAP literacy

Inventory mesh coverage, metre range and throughput strings on tech product pages under CAP 3.7. Not ASA clearance.
Corrosion-resistant coating claims on UK landing pages — CAP literacy

Inventory rust-proof, galvanised and corrosion-resistant coating strings on industrial hardware pages under CAP 3.7. Not ASA clearance.
Glare reduction display claims on UK landing pages — CAP literacy

Inventory anti-glare, reflectance and sunlight-readable strings on monitor and laptop pages. Not ASA clearance.
Fast charging speed claims on UK landing pages — CAP literacy

Inventory wattage, PD and minutes-to-charge strings on power product pages under CAP 3.7. Not ASA clearance.
Mineral-oil-free claims on UK landing pages — CAP literacy

Inventory mineral-oil-free and no-mineral-oil wording under CAP 3.7. Not ASA clearance.
pH-balanced claims on UK landing pages — CAP literacy

Inventory pH-balanced and numeric pH range wording on cleanser landing pages. Not ASA clearance.

Substantiation habits

Advertising claim substantiation for UK landing pages

What evidence to hold before you publish, by claim class (health, comparative, green, savings) under CAP Code 3.7.
Comparative and vs-competitor claims checklist

Pre-publish checklist for "vs Brand X", comparison tables, and like-for-like substantiation under CAP rules 3.33–3.34. Not ASA clearance.
How to build a CAP-style claim register (agency template)

Intake → inventory columns → Evidence / CAP-style notes → client handover. Free scan vs £29 Register.
Agency claim substantiation handoff — CAP 3.7 literacy

How UK agencies inventory client advertising claims and substantiation before go-live: evidence handoff, CAP Code 3.7 literacy, and claim-register workflow. Not ASA clearance.
Superlatives and “best” claims — logging CAP Rule 3.7 risk

A four-pass habit for catching “best”, “leading”, and “No.1” lines on a live URL — including badges and trust strips.
Before-and-after URLs: why re-scan the same claim after a landing-page edit

Same path, new claim set — keep the register current when hero, badge, or savings copy changes.
“Industry leading” and “trusted by X companies” — SaaS claims inventory under CAP — CiteBefore

How UK B2B SaaS marketers inventory industry leading, market leader and trusted-by logo-wall claims on landing pages under CAP 3.7. Not ASA clearance.
Puffery vs objective claim — how a hero line gets read under CAP 3.2 / 3.7 — CiteBefore

How UK marketers tell puffery from objective claims on a live landing page under CAP Code 3.2 and 3.7. Likely interpretation habit — not ASA clearance.
Made in UK and origin claims on landing pages — CAP literacy

Made in Britain badges, UK-made hero lines and country-of-origin trust strips — inventory under CAP Code 3.7. Not ASA clearance.

Product vs ASA

CiteBefore vs ASA Copy Advice

Honest owned comparison: when to inventory, when to use Copy Advice, when you need both.

Try free scan Pricing

Informational only. Not ASA clearance. Not legal advice.