Everything your team needs to govern claims with confidence.
Practical guides, regulatory primers, and templates for UK-regulated marketing, legal, and compliance teams.
The UK Marketer's Guide to Claims Substantiation
ASA CAP Code rule 3.7, FCA Consumer Duty, and CMA Green Claims Code: what each requires, where teams go wrong, and how to build a defensible claims governance process before a regulator asks.
What's covered
When documentary evidence must be held before publication
Board-level attestation and what it requires in practice
Six principles and why carbon neutral claims keep failing scrutiny
How to build an approval and evidence workflow your legal team trusts
Guides, primers, and templates
Practical content for regulated commercial teams.
ASA CAP Code Rule 3.7: What prior evidence actually means
The rule says evidence must be held before a claim is made. What counts as evidence, who must hold it, and what happens when the ASA asks?
Read →FCA Consumer Duty and financial promotions: A governance checklist
From fair, clear and not misleading to board-level attestation, what FCA-regulated teams need to document before publishing any financial promotion.
Read →The CMA Green Claims Code: Six principles, one enforcement risk
Why sustainable, carbon neutral, and net zero claims keep attracting CMA investigations, and what qualifying your environmental claims actually requires.
Read →Why Slack and email are not an approval record
The difference between a conversation about approval and a governance record that proves a claim was evidenced before publication.
Read →Claims governance policy template
A starting-point policy document for regulated teams building their first formal claims review and approval process.
Read →The three claims every regulator looks for first
Comparative, superlative, and environmental claims attract the most regulatory attention. Here is why, and what substantiation looks like for each.
Read →Regulatory quick reference
The three frameworks UK regulated teams encounter most.
Core requirement
Documentary evidence must be held before objective claims are published.
Applies to
All UK advertisers across all media.
Enforcement risk
Mandatory withdrawal, reputational damage, ASA adjudication published online.
Core requirement
Financial promotions must be fair, clear and not misleading, with documented evidence of how that standard is maintained.
Applies to
All FCA-authorised firms and their appointed representatives.
Enforcement risk
FCA enforcement action, financial penalties, public censure.
Core requirement
Environmental claims must be accurate, substantiated, and not omit material information.
Applies to
Any UK business making environmental or sustainability claims.
Enforcement risk
DMCCA fines up to 10% of global turnover, CMA investigation, injunctions.
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