CAP Copy Advice, a consultant or software: which should a small supplement brand use?
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Short answer. For one important ad with time to spare, CAP's free Copy Advice is hard to beat, though its advice isn't binding. For a new product, a new ingredient or a full label, a regulatory consultant is worth the money. For checking many ads quickly, software helps, but most compliance tools cover EU or US rules and labels, not UK ads. ClaimBob is built for that gap. ClaimBob checks the health and nutrition claims in supplement, food and drink ads against UK rules, whether an ad is new or already running. It doesn't replace legal advice.
Side by side
| Option | Best for | Cost | Time | Limits |
|---|---|---|---|---|
| CAP bespoke Copy Advice | A single ad you want a view on from the ASA's sister body | Free; £125 (48 h), £250 (24 h), £500 (4 h) excl. VAT | 3 to 5 working days free | Up to six image ads or five minutes of video per request; not binding on the ASA |
| Regulatory consultant or law firm | New products, ingredients, labels, disputes with the ASA | Varies, usually by the hour or project | Days to weeks | The most thorough option; costly for every ad |
| EU/US compliance software | Labels, packaging or marketing content in the EU or US | Usually on request | Fast | Built around the EU register or US rules; ads and video in GB not their focus |
| UK claim-review services and tools | A signed review of a label or campaign, or checking claims across many categories | Usually on request | Hours to days | Most don't check video, or don't match claims to the GB register |
| ClaimBob | Checking image and video ads and their landing pages against UK rules, whether an ad is new or already running | £19 one-off, or from £49 a month | Usually a few minutes | A check, not legal advice; UK rules and ad platform policy only |
How brands combine them
- Day to day: check every ad, new or already running, so obvious problems are fixed early.
- Before a big launch or a new product: ask CAP's Copy Advice or a consultant to look at the main ad and claims.
- If the ASA writes to you: talk to a consultant or a lawyer.
Sources
Sources checked 1 November 2026.
Not legal advice. Last updated: 4 November 2026.