---
name: marketing-claims-review
description: >
  Review marketing copy for claims that need substantiation, reframing, or cutting.
  Use when the user says "review this marketing copy", "check these claims",
  "can we say this", "is this puffery or a problem", or pastes marketing content
  (landing pages, emails, ads, taglines).
argument-hint: "[paste copy, or file path]"
---

# /marketing-claims-review

1. Load `~/.claude/plugins/config/claude-for-legal/product-legal/CLAUDE.md` → Marketing claims standards.
2. Apply the claim taxonomy and review workflow below.
3. Extract every claim. Classify: puffery / factual / comparative / implied / absolute.
4. For each non-puffery claim: substantiation check, suggested fix.
5. Output: claim-by-claim with calls, suggested revision if short enough.

```
/product-legal:marketing-claims-review
[paste landing page copy]
```

---

## Matter context

**Matter context.** Check `## Matter workspaces` in the practice-level CLAUDE.md. If `Enabled` is `✗` (the default for in-house users), skip the rest of this paragraph — skills use practice-level context and the matter machinery is invisible. If enabled and there is no active matter, ask: "Which matter is this for? Run `/product-legal:matter-workspace switch <slug>` or say `practice-level`." Load the active matter's `matter.md` for matter-specific context and overrides. Write outputs to the matter folder at `~/.claude/plugins/config/claude-for-legal/product-legal/matters/<matter-slug>/`. Never read another matter's files unless `Cross-matter context` is `on`.

---

## Purpose

Marketing wants to say the product is the best. Legal needs it to be true, or at least not provably false. This skill finds the claims that will get a demand letter from a competitor or an inquiry from a regulator, and suggests how to keep the energy while fixing the exposure.

## Load standards

Read `~/.claude/plugins/config/claude-for-legal/product-legal/CLAUDE.md` → `## Marketing claims`:
- Comparative claims policy (allowed with substantiation / discouraged / never)
- Substantiation standard (what's required before a claim ships)
- Common rejected claims (learn from history)

## Research the applicable standards before clearing copy

Research the currently operative advertising and substantiation standards for the applicable jurisdictions and media (for example, FTC, NAD, state UDAP regimes, sector regulators for healthcare / financial / children's products, and platform-specific policies). Identify what substantiation the *specific claim* requires — who measured it, when, sample size, apples-to-apples basis — not just whether *some* substantiation exists on file. Flag implied claims and comparative claims for heightened scrutiny. Verify currency: endorsement and review guides have been updated recently and continue to evolve. Cite primary sources with pinpoint references. If you cannot verify the current standard, flag for attorney verification — do not state a rule you haven't confirmed.

> **Only cite the standards that apply to the specific claims under review.** A blanket list of every FTC guideline, NAD practice note, or sector rule makes the load-bearing ones invisible. Do not cite the Endorsement Guides (16 CFR Part 255) unless the copy contains an endorsement, testimonial, or influencer content. Do not cite disclosure-overlay rules unless a claim in the asset triggers the overlay. Do not cite a sector regulator unless the copy targets or implicates that sector. A standard earns its place in the output by mapping to a specific quoted claim; otherwise drop it.

> **No silent supplement.** If a research query to the configured legal research tool returns few or no results for the applicable standard (FTC rule, NAD decision, state UDAP, sector rule, platform policy), report what was found and stop. Do NOT fill the gap from web search or model knowledge without asking. Say: "The search returned [N] results from [tool]. Coverage appears thin for [standard / jurisdiction]. Options: (1) broaden the search query, (2) try a different research tool, (3) search the web — results will be tagged `[web search — verify]` and should be checked against the issuing authority before relying, or (4) flag as unverified and stop. Which would you like?" A lawyer decides whether to accept lower-confidence sources.
>
> **Source attribution tiering.** Tag every citation with its source. For model-knowledge citations, use one of three tiers rather than a single blanket "verify" tag:
>
> - `[settled]` — stable, well-known statutory and regulatory references unlikely to have changed (e.g., FTC Act § 5, Lanham Act § 43(a) as a concept). Still verify before approving copy, but lower priority.
> - `[verify]` — model-knowledge citations that are real but should be verified: specific FTC enforcement actions, NAD decisions, state UDAP statutes, sector-specific rules, platform policies, case holdings, thresholds, effective dates, recent updates (the Endorsement Guides and disclosure rules update frequently).
> - `[verify-pinpoint]` — pinpoint citations (specific subsection letters, CFR subpart references, case paragraph numbers) carry the highest fabrication risk and should ALWAYS be verified against a primary source.
>
> Tool-retrieved citations keep their source tag (`[Westlaw]`, `[CourtListener]`, `[FTC site]`, `[NAD]`, `[platform policy]`, or the MCP tool name); web-search citations remain `[web search — verify]`; user-supplied citations (from substantiation files) remain `[user provided]`. The tiering surfaces the real verification work — a reader who verifies everything verifies nothing. Never strip or collapse the tags.

## Claim taxonomy

The categories below are structural patterns the reviewer should be able to recognize. Whether a given phrase is actionable depends on the currently operative rule in the applicable jurisdiction, the specific substantiation available, and the audience — research that before concluding.

### Vague / subjective claims

Subjective assertions with no measurable content. Whether they are actionable depends on jurisdiction, context, and audience — research before concluding.

| Example |
|---|
| "The best way to manage your projects" |
| "You'll love it" |
| "Revolutionary" |

### Specific factual claims

Measurable, specific, a reasonable person might rely on it.

| Example | Substantiation to look for |
|---|---|
| "50% faster than [competitor]" | Benchmark data, disclosed methodology, date |
| "Trusted by 10,000 companies" | Actual count (not cumulative signups — *currently* trusted) |
| "Saves 5 hours per week" | Study or customer data, disclosed sample |
| "Enterprise-grade security" | What does that mean? SOC 2? Spell it out or it's a promise |
| "HIPAA compliant" | BAA available, actually configured for it — this is a contractual promise |

### Comparative claims (heightened scrutiny)

Naming a competitor or implying one. Research the applicable rules for comparative advertising in the relevant jurisdictions and media before clearing.

| Example | Fix pattern |
|---|---|
| "Faster than Slack" | Either name Slack with head-to-head data you can defend, or abstract to "faster than legacy chat tools" with substantiation |
| "The only platform that does X" | False if anyone else does X — "The first platform to..." (if true) or drop "only" |
| "[Competitor] can't do this" | Show your feature. Let the viewer compare. |

Per `~/.claude/plugins/config/claude-for-legal/product-legal/CLAUDE.md` — if comparative claims are "never," flag all of them. If "allowed with substantiation," check for the substantiation.

### Implied claims

Not stated outright but a reasonable reader infers it. Research the treatment of implied claims under the applicable advertising regime — implied claims often carry the same substantiation burden as express ones.

| Example | Implication | Fix |
|---|---|---|
| "Finally, a secure alternative" | Competitors are insecure | "Finally, security you can verify" |
| Customer logos without context | These companies endorse us | "Customers include..." is fine; "Trusted by..." implies more |
| "Built for healthcare" | HIPAA compliant | Clarify or qualify |

### Absolute claims

No room for error. One counter-example makes them false. Research whether qualifications cure the issue in the applicable jurisdiction.

| Example | Fix pattern |
|---|---|
| "Never goes down" | "99.9% uptime" (with SLA that defines it) |
| "100% accurate" | A specific, substantiated percentage tied to a benchmark |
| "Guaranteed" | Only if you actually offer a guarantee with terms — this creates warranty exposure |
| "Always" / "Every" | "Typically" / "Most" |

## The review

### Step 1: Extract every claim

Read the copy. List every sentence or phrase that asserts a fact, makes a comparison, or promises something. Ignore pure puffery in the list.

### Step 2: Classify and check

For each claim:

```markdown
**Claim:** "[exact quote]"
**Type:** [Specific factual | Comparative | Implied | Absolute]
**Substantiation on file:** [Yes — link | No | Unknown]
**Call:** [✅ Fine | ⚠️ Needs substantiation | ⚠️ Needs rewording | 🔴 Cut]
**Suggested fix:** "[alternative phrasing that keeps the energy]"
**Why:** [one line]
```

### Step 3: Check against the product

Does the product actually do what the copy says? Not a philosophical question — check the PRD or ask the PM.

Common drift: marketing copy written from an early spec, product changed, nobody updated the copy.

### Step 4: Output

Prepend the work-product header from `~/.claude/plugins/config/claude-for-legal/product-legal/CLAUDE.md` `## Outputs` (it differs by user role — see `## Who's using this`).

```markdown
[WORK-PRODUCT HEADER — per plugin config ## Outputs]

# Marketing Review: [Campaign/Asset name]

**Reviewed:** [date]
**Asset:** [landing page / email / ad / etc.]

---

## Summary

[N] claims reviewed. [N]✅ [N]⚠️ [N]🔴

**Ready to ship:** [Yes | With changes below | No — rewrite needed]

> **Before emitting "Ready to ship: Yes" (i.e., approving a claim for external use / publication):** Read `## Who's using this` in `~/.claude/plugins/config/claude-for-legal/product-legal/CLAUDE.md`. If the Role is Non-lawyer:
>
> > Approving a marketing claim for publication is a legal act — once published, substantiation gaps and comparative-claim exposure become enforcement or competitor-challenge risk. Have you reviewed this with an attorney? If yes, proceed. If no, here's a brief to bring to them:
> >
> > [Generate a 1-page summary: asset, claims approved, claim types (specific factual / comparative / implied / absolute), substantiation on file for each, any implied claims flagged, and the three things to ask the attorney before the copy goes live.]
> >
> > If you need to find a lawyer: your professional regulator's referral service is the fastest starting point (state bar in the US; SRA/Bar Standards Board in England & Wales; Law Society in Scotland/NI/Ireland/Canada/Australia; or your jurisdiction's equivalent).
>
> Do not proceed past this gate to "Ready to ship: Yes" without an explicit yes. "With changes below" and "No — rewrite needed" do not require the gate — those are review calls, not approvals.

---

## Claim-by-claim

[All the claim blocks from Step 2, grouped: 🔴 first, then ⚠️, then ✅]

---

## Suggested revision

[For short assets — under 50 words, or a tweet, headline, one-liner, tagline, short ad — the output in this block is the actual revised copy with the fixes applied inline, not a description of what changed. The reader should be able to copy-paste this block into the asset.
For longer assets (>50 words but <300 words), show the revised copy with fixes applied inline.
For longer assets (300+ words), summarize the changes as a bulleted diff ("Strip Claim 1. Rewrite Claim 3 to drop 'any.' Soften Claim 4 for regulated-domain risk.") rather than pasting the whole asset.
A meta-description of changes is never an acceptable output for a short asset — when the asset is one line, the output should BE the revised one line.]

---

## Substantiation needed before ship

| Claim | Need | From whom |
|---|---|---|
| [claim] | [data type] | [PM / data team / eng] |

---

## Citation check

Any FTC rules, NAD decisions, state UDAP statutes, sector regulations, or platform policies cited in this review were generated by an AI model and have not been verified against a primary source. Before relying on a specific rule to clear or reject copy, verify it against a legal research tool (Westlaw, CourtListener, or your firm's research platform) for accuracy and current effective date — endorsement guides, platform rules, and state UDAP regimes all update frequently. Source tags on each citation (e.g., `[FTC site]`, `[web search — verify]`) show where it came from; `verify` tags carry higher fabrication risk and should be checked first.
```

## Disclosure overlays

Copy that involves any of the fact patterns below sits inside an additional disclosure regime. Research the currently operative disclosure requirements in the applicable jurisdictions (including any platform policies and sector-specific rules) and verify currency — these regimes are updated frequently.

- **Testimonials / reviews** — material connections between the speaker and the advertiser are typically disclosable; research the current form and placement rules
- **Influencer content** — research the current tagging, clarity, and conspicuousness requirements for the channel and audience
- **"Results may vary" / atypical results** — research whether a disclosure (and what form) is required when shown results aren't representative
- **Free trial / auto-renewal / negative option** — research the current conspicuousness and consent requirements for auto-conversion terms

## Close with the next-steps decision tree

End with the next-steps decision tree per CLAUDE.md `## Outputs`. Customize the options to what this skill just produced — the five default branches (draft the X, escalate, get more facts, watch and wait, something else) are a starting point, not a lock-in. The tree is the output; the lawyer picks.

## What this skill does not do

- It doesn't write the marketing. It fixes what's wrong with it. The suggested rewrites keep the energy, but the marketer owns the voice.
- It doesn't substantiate claims. It identifies which ones need it and who has the data.
- It doesn't review design or imagery — words only. If an image implies a claim (competitor logo with a red X through it), flag it, but visual review is a human judgment.

---

Attribution added by YourAIKit. It is not part of the upstream file.

- Source: https://github.com/anthropics/claude-for-legal/tree/main/product-legal/skills/marketing-claims-review
- Credit: Anthropic, Claude for Legal (product-legal)
- Upstream copy: anthropics/claude-for-legal at commit 4a6c651889c97cc9140580363c73e0eb17379c2b, product-legal/skills/marketing-claims-review/SKILL.md
- Copyright: held by the upstream authors credited above
- License: Apache-2.0. Full text: https://youraikit.com/licenses/anthropics-claude-for-legal-root/LICENSE
- The full upstream license text (LICENSE) follows.

License (LICENSE):

```text

                                 Apache License
                           Version 2.0, January 2004
                        http://www.apache.org/licenses/

   TERMS AND CONDITIONS FOR USE, REPRODUCTION, AND DISTRIBUTION

   1. Definitions.

      "License" shall mean the terms and conditions for use, reproduction,
      and distribution as defined by Sections 1 through 9 of this document.

      "Licensor" shall mean the copyright owner or entity authorized by
      the copyright owner that is granting the License.

      "Legal Entity" shall mean the union of the acting entity and all
      other entities that control, are controlled by, or are under common
      control with that entity. For the purposes of this definition,
      "control" means (i) the power, direct or indirect, to cause the
      direction or management of such entity, whether by contract or
      otherwise, or (ii) ownership of fifty percent (50%) or more of the
      outstanding shares, or (iii) beneficial ownership of such entity.

      "You" (or "Your") shall mean an individual or Legal Entity
      exercising permissions granted by this License.

      "Source" form shall mean the preferred form for making modifications,
      including but not limited to software source code, documentation
      source, and configuration files.

      "Object" form shall mean any form resulting from mechanical
      transformation or translation of a Source form, including but
      not limited to compiled object code, generated documentation,
      and conversions to other media types.

      "Work" shall mean the work of authorship, whether in Source or
      Object form, made available under the License, as indicated by a
      copyright notice that is included in or attached to the work
      (an example is provided in the Appendix below).

      "Derivative Works" shall mean any work, whether in Source or Object
      form, that is based on (or derived from) the Work and for which the
      editorial revisions, annotations, elaborations, or other modifications
      represent, as a whole, an original work of authorship. For the purposes
      of this License, Derivative Works shall not include works that remain
      separable from, or merely link (or bind by name) to the interfaces of,
      the Work and Derivative Works thereof.

      "Contribution" shall mean any work of authorship, including
      the original version of the Work and any modifications or additions
      to that Work or Derivative Works thereof, that is intentionally
      submitted to Licensor for inclusion in the Work by the copyright owner
      or by an individual or Legal Entity authorized to submit on behalf of
      the copyright owner. For the purposes of this definition, "submitted"
      means any form of electronic, verbal, or written communication sent
      to the Licensor or its representatives, including but not limited to
      communication on electronic mailing lists, source code control systems,
      and issue tracking systems that are managed by, or on behalf of, the
      Licensor for the purpose of discussing and improving the Work, but
      excluding communication that is conspicuously marked or otherwise
      designated in writing by the copyright owner as "Not a Contribution."

      "Contributor" shall mean Licensor and any individual or Legal Entity
      on behalf of whom a Contribution has been received by Licensor and
      subsequently incorporated within the Work.

   2. Grant of Copyright License. Subject to the terms and conditions of
      this License, each Contributor hereby grants to You a perpetual,
      worldwide, non-exclusive, no-charge, royalty-free, irrevocable
      copyright license to reproduce, prepare Derivative Works of,
      publicly display, publicly perform, sublicense, and distribute the
      Work and such Derivative Works in Source or Object form.

   3. Grant of Patent License. Subject to the terms and conditions of
      this License, each Contributor hereby grants to You a perpetual,
      worldwide, non-exclusive, no-charge, royalty-free, irrevocable
      (except as stated in this section) patent license to make, have made,
      use, offer to sell, sell, import, and otherwise transfer the Work,
      where such license applies only to those patent claims licensable
      by such Contributor that are necessarily infringed by their
      Contribution(s) alone or by combination of their Contribution(s)
      with the Work to which such Contribution(s) was submitted. If You
      institute patent litigation against any entity (including a
      cross-claim or counterclaim in a lawsuit) alleging that the Work
      or a Contribution incorporated within the Work constitutes direct
      or contributory patent infringement, then any patent licenses
      granted to You under this License for that Work shall terminate
      as of the date such litigation is filed.

   4. Redistribution. You may reproduce and distribute copies of the
      Work or Derivative Works thereof in any medium, with or without
      modifications, and in Source or Object form, provided that You
      meet the following conditions:

      (a) You must give any other recipients of the Work or
          Derivative Works a copy of this License; and

      (b) You must cause any modified files to carry prominent notices
          stating that You changed the files; and

      (c) You must retain, in the Source form of any Derivative Works
          that You distribute, all copyright, patent, trademark, and
          attribution notices from the Source form of the Work,
          excluding those notices that do not pertain to any part of
          the Derivative Works; and

      (d) If the Work includes a "NOTICE" text file as part of its
          distribution, then any Derivative Works that You distribute must
          include a readable copy of the attribution notices contained
          within such NOTICE file, excluding those notices that do not
          pertain to any part of the Derivative Works, in at least one
          of the following places: within a NOTICE text file distributed
          as part of the Derivative Works; within the Source form or
          documentation, if provided along with the Derivative Works; or,
          within a display generated by the Derivative Works, if and
          wherever such third-party notices normally appear. The contents
          of the NOTICE file are for informational purposes only and
          do not modify the License. You may add Your own attribution
          notices within Derivative Works that You distribute, alongside
          or as an addendum to the NOTICE text from the Work, provided
          that such additional attribution notices cannot be construed
          as modifying the License.

      You may add Your own copyright statement to Your modifications and
      may provide additional or different license terms and conditions
      for use, reproduction, or distribution of Your modifications, or
      for any such Derivative Works as a whole, provided Your use,
      reproduction, and distribution of the Work otherwise complies with
      the conditions stated in this License.

   5. Submission of Contributions. Unless You explicitly state otherwise,
      any Contribution intentionally submitted for inclusion in the Work
      by You to the Licensor shall be under the terms and conditions of
      this License, without any additional terms or conditions.
      Notwithstanding the above, nothing herein shall supersede or modify
      the terms of any separate license agreement you may have executed
      with Licensor regarding such Contributions.

   6. Trademarks. This License does not grant permission to use the trade
      names, trademarks, service marks, or product names of the Licensor,
      except as required for reasonable and customary use in describing the
      origin of the Work and reproducing the content of the NOTICE file.

   7. Disclaimer of Warranty. Unless required by applicable law or
      agreed to in writing, Licensor provides the Work (and each
      Contributor provides its Contributions) on an "AS IS" BASIS,
      WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or
      implied, including, without limitation, any warranties or conditions
      of TITLE, NON-INFRINGEMENT, MERCHANTABILITY, or FITNESS FOR A
      PARTICULAR PURPOSE. You are solely responsible for determining the
      appropriateness of using or redistributing the Work and assume any
      risks associated with Your exercise of permissions under this License.

   8. Limitation of Liability. In no event and under no legal theory,
      whether in tort (including negligence), contract, or otherwise,
      unless required by applicable law (such as deliberate and grossly
      negligent acts) or agreed to in writing, shall any Contributor be
      liable to You for damages, including any direct, indirect, special,
      incidental, or consequential damages of any character arising as a
      result of this License or out of the use or inability to use the
      Work (including but not limited to damages for loss of goodwill,
      work stoppage, computer failure or malfunction, or any and all
      other commercial damages or losses), even if such Contributor
      has been advised of the possibility of such damages.

   9. Accepting Warranty or Additional Liability. While redistributing
      the Work or Derivative Works thereof, You may choose to offer,
      and charge a fee for, acceptance of support, warranty, indemnity,
      or other liability obligations and/or rights consistent with this
      License. However, in accepting such obligations, You may act only
      on Your own behalf and on Your sole responsibility, not on behalf
      of any other Contributor, and only if You agree to indemnify,
      defend, and hold each Contributor harmless for any liability
      incurred by, or claims asserted against, such Contributor by reason
      of your accepting any such warranty or additional liability.

   END OF TERMS AND CONDITIONS

   APPENDIX: How to apply the Apache License to your work.

      To apply the Apache License to your work, attach the following
      boilerplate notice, with the fields enclosed by brackets "[]"
      replaced with your own identifying information. (Don't include
      the brackets!)  The text should be enclosed in the appropriate
      comment syntax for the file format. We also recommend that a
      file or class name and description of purpose be included on the
      same "printed page" as the copyright notice for easier
      identification within third-party archives.

   Copyright [yyyy] [name of copyright owner]

   Licensed under the Apache License, Version 2.0 (the "License");
   you may not use this file except in compliance with the License.
   You may obtain a copy of the License at

       http://www.apache.org/licenses/LICENSE-2.0

   Unless required by applicable law or agreed to in writing, software
   distributed under the License is distributed on an "AS IS" BASIS,
   WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
   See the License for the specific language governing permissions and
   limitations under the License.
```