EU/UK Compliance
ASA/CAP Ad Copy Checker
“Up to”, “from £X”, was/now pricing, green claims and superlatives — flagged before they attract an ASA complaint.
How to use
1
Paste your ad copy
The wording you're planning to run.
2
We check common ASA/CAP flags
"Up to" claims, was/now pricing, green claims and superlatives.
3
Add the substantiation
Each flagged claim needs evidence on file, not necessarily removal.
Flags common CAP Code patterns from wording alone — the ASA judges claims on evidence and context, not keywords. This is a starting checklist, not a ruling.
What we check
- “Up to X%/£X” claims and “from £X” pricing — both need evidence that a reasonable proportion of customers can actually achieve the figure, or that the item was genuinely available at that price.
- “Was/now” price comparisons — the “was” price must be a genuine previous selling price, normally held for at least 28 days.
- Environmental/green claims (eco-friendly, sustainable, carbon neutral, net-zero) — must be substantiated under the CMA’s Green Claims Code, which the ASA has been actively enforcing.
- Superlative and comparative claims (“best”, “number 1”, “UK’s leading”) and percentage-discount claims — both need robust, ideally independently verified evidence against a real reference price.
- Flags common CAP Code patterns from wording alone — the ASA judges claims on evidence and context, not keywords. This is a starting checklist, not a ruling.
Related tools
- FCA Financial Promotion Pre-Check — The equivalent checks for financial-services ad copy specifically
- RSA Character Counter — Check the same copy fits Google Ads’ character limits while you are reviewing it
- “Is This a Social-Issue Ad?” Classifier — A separate wording scan for a different, EU-specific regulation
Last updated: 19 August 2026 · Built by the CWA Europe PPC team.