Claim substantiation

Every claim on the page, checked against the evidence you actually hold

Q: Is this legal advice?

No. We audit copy against the evidence and the published rules and identify which sentences need substantiation. Legal sign-off stays with your counsel.

Q: Can you remove every risky claim?

We make every sentence defensible. Sometimes that means removing a claim; more often it means replacing an adjective with the number that proves it.

Q: What if a claim is true but the document is with my supplier?

We mark it as needing evidence, provide request wording for your supplier, and give you a version of the line that stands on its own meanwhile.

Q: Do you check claims in ads and emails too?

Yes. Claims travel, so the same statement in a Meta ad, a Google ad or an email needs the same basis.

“Sustainable.” “Non-toxic.” “Made in USA.” “Clinically proven.” Each of those is a claim a regulator, a marketplace or a customer can ask you to evidence — usually long after the page went live. We check the page against the file, and tell you which of the two has to change. The first page is free.

Free claim check on one product page

Send the product URL. You get every claim marked as supported, needs evidence or rewrite, with the replacement lines.

Request the free claim check

The four claim families that get asked about

Family	Typical wording	What has to exist behind it
Environmental	sustainable, eco-friendly, carbon neutral, recycled content, compostable	A recognised methodology or certificate, with scope and date — not a supplier email.
Health and safety	non-toxic, BPA-free, food-safe, hypoallergenic, clinically proven	A named standard or regulation, a test report, and a statement of what was tested.
Origin	made in USA, made in Italy, handcrafted locally	Documentation of where the product was last substantially transformed.
Performance	strongest, lasts for years, no more scratches, waterproof	A test method, the conditions, and a result — or a qualified rewrite.

Two dates worth knowing

United States — FTC Green Guides. Environmental marketing claims must be truthful, not misleading, and substantiated. “Eco-friendly” and “sustainable” with nothing behind them are the classic failure: the claim is too broad to be proven at all.

European Union — Directive (EU) 2024/825. Applies from 27 September 2026 and tightens what generic environmental claims are allowed without recognised, verifiable substantiation. If you sell into the EU from a US storefront, both regimes reach the same page.

Neither rule requires you to delete the claim. Both require you to be able to show why it is true, in the form the reviewer asks for.

What the findings look like

Comparative claim with no baseline. “a molly mutt bed produces 85% CO2e emissions than a polyfil or foam bed” The comparison itself is missing from the sentence, and no study, scope or date sits behind the number.

Certificate named, identifier missing. “OEKO-TEX certified and free of any harmful chemicals” “Free of any harmful chemicals” is an absolute safety statement. The defensible version names the standard, the product class, the certificate number and the date.

Origin claim without a boundary. “sourced from local earth” “Local” is undefined, and the page never states where the product was made or transformed.

What a substantiation file looks like

The audit tells you what to collect. In practice, one file per claim — not per product, because the same claim repeats across a catalogue:

The exact wording as it appears on the page, in every field.
The basis: test report, certificate, regulation citation, study, or supplier specification — with its number and date.
The scope: which products, which materials, which variant, which market.
The owner: who re-checks it and when it expires.

That file is also what turns a weak page into a strong one: a claim with a number next to it converts better than the same claim with an adjective.

Pricing

Scope	What you get	Price
First page	Claim map, evidence gaps, rewritten lines	Free
Single product	Full claim check across all page fields plus rewrites	From $99
Catalogue pack	Up to 10 products, one claim policy and one evidence map	From $449
Retainer	New and edited claims checked continuously	$199 / month

Frequently asked questions

Is this legal advice?

No. We audit the copy against the evidence and the published rules, and we tell you which sentences need substantiation. Legal sign-off stays with your counsel or compliance provider.

Can you remove every risky claim?

We can make every sentence defensible. Sometimes that means removing the claim; more often it means replacing an adjective with the number that proves it.

What if a claim is true but the document is with my supplier?

We mark it as needing evidence and give you the request wording to send your supplier, plus a version of the line that stands on its own in the meantime.

Do you check claims in ads and emails too?

Yes. Claims travel. If the same statement runs in a Meta ad, a Google ad or an email, it needs the same basis.

How is this different from a compliance tool?

A tool flags words. We read the page against your product facts and rewrite the sentences, so the result is copy you can publish rather than a list of warnings.

Start with the free page

One product URL. Every claim mapped, with the rewrites. No call, no obligation.

Request the free claim check