Advertising rules influence how a campaign makes claims, presents prices and identifies its commercial purpose. For marketers, a useful starting point is an evidence workflow: know what the advert communicates, what supports it and who checks it before publication. Requirements depend on jurisdiction, product and medium; this is an operational overview, not a substitute for advice on a specific campaign.
A useful model starts with a consistent outcome and a decision it can inform. The marketing mix modelling learning path connects this idea to the assumptions, practical checks and next steps.
To work through the connected decisions, read Advertorials: explain the offer without disguising the advert and Advertising research: choose the method that answers the decision.
List the claims a customer could take away
Review the headline, imagery, comparisons, testimonials and landing page together. A claim can be implied by presentation even when the exact words do not appear. Build a claim register with the wording, intended audience, supporting evidence, relevant conditions and review owner.
For example, “cuts reporting time by half” raises questions about the task, comparator, users and measurement period. A demonstration involving one carefully chosen workflow may not support an unrestricted claim about every customer’s experience. Narrow the wording to what the evidence can actually support.
Use the applicable official guidance
The UK CAP Code section on misleading advertising addresses matters including substantiation, qualifications and pricing. Check the current code and any sector-specific provisions relevant to the campaign. Broadcast and non-broadcast advertising do not necessarily follow identical rules.
For US native advertising, the FTC’s business guidance explains why consumers should recognise the commercial nature of promotional content. A disclosure should be considered in the format and context where the audience encounters it.
Make review part of production
- Capture the proposed claim and its evidence before creative approval.
- Check whether conditions or limitations materially change the message.
- Review the mobile placement, cropped creative and destination page together.
- Keep the approved version, evidence date and owner in the campaign record.
Do not treat an approval of one asset as approval of every later variation. A shortened headline or removed qualification can change the overall message. Give the team a clear route for re-review when the offer or evidence changes.
Apply the same discipline to marketing results
Internal performance claims deserve careful wording too. “The campaign was followed by a 20% sales increase” describes an observation. “The campaign caused a 20% increase” requires a credible causal analysis. The incrementality guide explains that distinction.
Keep a decision record showing what was measured, the comparison, uncertainty and limitations. This makes campaign reporting more useful and reduces the chance that a tentative analytical result becomes an unsupported promotional claim.