In this guide
- Define the decision before collecting documents
- Create a claim register
- Match every claim to evidence
- Check scope and context
- Review third party rights
- Schedule expiry reviews
- Practical checklist
- Questions to take into the next discussion
- Common mistakes to avoid
- Make the plan easy to maintain
- Related support from Phoneix Global
- Official references and further reading
Claims about experience, quality, reach and results shape trust. A claim audit checks whether each statement is accurate, current, properly qualified and supported by evidence. Useful marketing connects a defined audience problem with a clear service, credible proof and a sensible next step. The objective is not to publish the largest amount of content. It is to help the right person understand whether the business can solve a relevant problem.
This article offers general marketing information. Privacy, advertising and consumer protection obligations vary by market, so obtain appropriate advice before launching campaigns or collecting personal data.
Define the decision before collecting documents
Keep a simple evidence file behind important claims. Note the source, date, owner, approval and any limits that should appear in the published wording. For campaigns, define one primary outcome and a small set of measures before creative work begins.
Create a claim register
List numbers, rankings, certifications, client logos, testimonials, guarantees and comparison statements across the website, proposals and social channels.
Avoid treating this as a one time formality. Add it to the project plan with a named owner, a target date and a clear definition of completion. That small discipline reduces last minute handovers and contradictory instructions.
Match every claim to evidence
Record the source, owner, date and permitted wording. If evidence cannot be found, remove or rewrite the claim.
Where several options appear acceptable, compare them in writing using the same criteria. Record cost, time, dependencies, renewal or maintenance needs, and the consequence of changing course. This produces a more balanced decision than a sales conversation alone.
Ask for an itemised explanation rather than a yes or no answer. The explanation should identify the responsible party, expected timing, supporting record and any condition that could change the outcome.
Check scope and context
A result from one client or market should not be presented as universal. Use clear time periods, sample sizes and conditions.
The practical risk is often not the main requirement but an unstated dependency. Ask what must happen before this step, who can approve it, which document proves completion and what happens if the information changes.
Review third party rights
Confirm permission for logos, testimonials, photographs and quoted material. Protect the company's own brand and content at the same time.
Keep the language precise. Separate confirmed requirements from assumptions, estimates and preferences. When a third party gives guidance, note the person's role, the date and whether the advice was based on complete information.
Write the answer in one sentence, then list the evidence that supports it. If the evidence is missing, mark the item as open rather than filling the gap with an assumption.
Schedule expiry reviews
Certifications, team sizes, office locations and performance data change. Add review dates so old claims do not remain online indefinitely.
A useful way to test this point is to ask what evidence would be needed if a bank, authority, customer or internal reviewer questioned the decision six months later. The answer usually identifies the records that should be created now.
Practical checklist
- Claim register completed
- Evidence linked
- Scope and qualifications added
- Permissions confirmed
- Review dates assigned
Questions to take into the next discussion
- Would a reasonable customer interpret this differently?
- Is the evidence current?
- Who approved the wording?
- Does the claim need a disclaimer or narrower scope?
Common mistakes to avoid
- Using broad claims such as best, guaranteed or risk free without evidence and context.
- Counting impressions or clicks as business results without checking lead quality and sales outcomes.
- Collecting personal data without a clear purpose, notice, access control and retention plan.
- Publishing repetitive search focused copy that does not answer a real customer question.
- Starting with channels and content formats before agreeing on the audience and offer.
Make the plan easy to maintain
Good preparation also makes professional advice more efficient because the adviser can focus on unresolved issues instead of first reconstructing basic facts. Set a review date, store the latest approved version in one location and archive superseded documents rather than overwriting the history.
Related support from Phoneix Global
Organisations that need structured assistance can review our relevant service capability or contact the Phoneix Global team with the business objective, location and expected timeline.
Official references and further reading
- WIPO intellectual property resources for business
- WIPO IP strategy checklist for SMEs
- Google guidance on helpful, reliable, people first content
