ILLUSTRATIVE SAMPLE
CiteBefore
Claim Register
Not ASA clearance. Not legal advice. Informational claim inventory with CAP-style risk flags and an evidence checklist per row. Clearance decisions stay with you and your advisers.
14 material claims
5 High
6 Medium
3 Lower
| Claim | Risk | Evidence to hold | CAP-style note |
|---|---|---|---|
| “Clinically / scientifically proven…” | High | Independent study: method, sample size, endpoints, statistics | Efficacy claims need robust substantiation under CAP |
| “Outperform … recognised brands” | High | Head-to-head comparative evidence on like-for-like basis | Comparisons must be fair and verifiable |
| “Climate Positive certified…” | High | Scheme rules, scope (product vs company), reduce vs offset docs | Green claims: name the standard and keep certificates |
| Percentage / “X% improvement” stats | High | Source study, base rate, time window, population | Stats must match the published evidence |
| “Results in X days” / fast-results promise | High | Timed endpoint data; typical vs best-case; caveats shown in ad | Time-bound results claims need matching evidence |
| Unqualified “natural” | Medium | Definition of “natural”, exceptions, formulation docs | Qualify or define; avoid absolute wording |
| “World leading…” | Medium | Objective basis for the superlative, or soften copy | Superlatives need a clear, held basis |
| “Clean” / “toxin-free” style absolutes | Medium | What “clean” means; avoid absolute safety claims | Absolutist safety language is high-friction under CAP |
| Endorsement / “dermatologist approved” | Medium | Written permission, credentials, what was approved | Hold consent and scope of the endorsement |
| “Sustainable” / eco packaging without scope | Medium | Lifecycle scope, recycled content %, certifications | Environmental claims must be clear and substantiated |
| “Suitable for sensitive skin” (absolute tone) | Medium | Tolerance testing, exclusions, patch-test protocol | Qualify audience; avoid guaranteeing suitability |
| “Award-winning” / “best-seller” without basis | Lower | Named award, year, category; sales ranking source | Keep the award/sales proof on file if you claim it |
| “Pure / potent actives” marketing gloss | Lower | INCI / concentration notes if a measurable claim is implied | Puffery is fine until it becomes a measurable claim |
| General brand story without measurable claim | Lower | Brand guidelines; low CAP friction if non-claims | Puffery vs claim boundary still matters |