What is claims review in copywriting?
Claims review is the legal or regulatory pass that copy goes through in categories where what you can say is constrained by law. Supplements, skincare, personal care, pharmaceuticals, financial products, and anything FDA-cleared all have rules about what claims an ad or a page may make and how they must be worded.
What it does to copy
The claims that would sell best are often the ones that won’t pass. “Cures,” “prevents,” and “treats” have specific regulatory meanings. A product that manages bacteria associated with a condition can’t say it treats the condition. The craft is writing copy that stays inside the lines and still persuades, rather than going vague to be safe.
Example
The Avenova landing page is written entirely inside FDA claim constraints. Every statement about what the formula does was structured to survive review.
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