Advertising rules require proof for claims like these; a list of what needs evidence is the useful review.
GPT-6 Luna
PassedGraded 5.0 of 5 on average (lowest 5).
- **“The UK's most-loved coffee subscription”** — Evidence that “most-loved” is a fair, measurable comparison with UK competitors, such as a representative independent consumer survey using a clear definition of “loved.” Define the market and comparison period.
- **“Our beans are 100% organic”** — Current organic certification covering all beans sold, plus supplier and batch records to substantiate the claim. If relying on UK organic rules, verify that the relevant certification and labeling requirements are met.
- **“roasted within 24 hours of shipping”** — Dated roasting and dispatch records for orders, showing the time between roasting and shipment, including how exceptions are handled.
- **“Customers save £200 a year compared with café coffee”** — A robust, current calculation supporting the £200 figure: subscription and café prices, serving sizes, usage assumptions, and a representative customer basis. The comparison must be like-for-like and make clear whether £200 is typical, average, or otherwise qualified.
- **“Join 50,000 happy subscribers”** — Records showing at least 50,000 subscribers under a clearly defined count (for example, current active subscribers rather than cumulative sign-ups). “Happy” also needs support, such as reliable customer satisfaction data; the number alone does not substantiate it.
- **“Better for the planet”** — Evidence identifying what the product is better than and in what environmental respects, backed by a sound comparison—such as a relevant life-cycle assessment using comparable products and methods. The broad wording risks implying an overall environmental benefit.
- **“guaranteed”** — Evidence of a genuine, accessible guarantee with clear terms, scope, duration, and remedy. As written, it is unclear what environmental benefit is being guaranteed.
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Claude Sonnet 5.5
PassedGraded 5.0 of 5 on average (lowest 5).
Here are the claims that need substantiation, in order of appearance:
**1. "The UK's most-loved coffee subscription!"**
- This is a superlative comparative claim. Evidence: independent survey or ranking data comparing named competitors (e.g., Trustpilot/Feefo scores, NPS, or a commissioned poll with a representative UK sample), with methodology, dates, and sample size. "Most-loved" is vague, so you'd need to define the metric. Without one, it's hard to defend.
**2. "Our beans are 100% organic"**
- Evidence: valid organic certification (e.g., Soil Association or another UK-recognised certifier) covering all beans sold, plus supplier certificates and batch traceability. "100%" means no exceptions across every product, blend, and time period. Certification must also cover your roasting and packing operations if you use the organic logo.
**3. "roasted within 24 hours of shipping"**
- Evidence: roasting and dispatch timestamps or batch logs showing this holds for every order, not on average. Also confirm it holds during peak periods and for all products.
**4. "Customers save £200 a year compared with café coffee"**
- Evidence: a documented calculation with stated assumptions: price per cup at cafés (sourced, e.g., market data on average UK café prices), price per cup of your coffee, and cups per week. Also needs to reflect a typical customer's actual consumption rather than a best case. Whether it's "customers" (all) or a typical/average customer also needs clarifying, and the comparison must include your subscription cost and any delivery fees.
**5. "Join 50,000 happy subscribers"**
- Two claims here:
- *50,000 subscribers:* current, verifiable subscriber records (active subscribers, not cumulative sign-ups).
- *"Happy":* satisfaction data such as survey results, review scores, or retention/churn figures showing most subscribers are satisfied.
**6. "Better for the planet"**
- A comparative environmental claim. Evidence: a life-cycle assessment or carbon footprint comparison against a clearly defined alternative (better than what?), covering packaging, transport, and sourcing. Organic certification alone doesn't prove this. Under the CMA's Green Claims Code, the claim must be clear, fair, and not omit significant trade-offs.
**7. "guaranteed"**
- Evidence: a defined, published guarantee (what's promised, remedy offered, e.g., refund) with terms available to consumers. It's unclear what is guaranteed here. If it attaches to the environmental claim, it's very hard to back up, as you'd need to be able to deliver a remedy if the claim proves untrue.
**Regulatory note:** In the UK, these fall under the CAP Code (ASA) and the Consumer Protection from Unfair Trading Regulations / DMCC Act. The ASA expects you to hold substantiation *before* the ad runs, so gather it in advance.
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Gemini 3.1 Pro
PassedGraded 5.0 of 5 on average (lowest 5).
Here are the claims from your ad copy and the evidence needed to back them up:
* **"The UK's most-loved coffee subscription!"**
* *Evidence needed:* Independent market research, consumer survey results, or comparative data from verified review platforms (like Trustpilot) showing higher satisfaction ratings than all major UK competitors.
* **"Our beans are 100% organic"**
* *Evidence needed:* Valid certificates from a recognized organic regulatory body (e.g., Soil Association).
* **"roasted within 24 hours of shipping"**
* *Evidence needed:* Internal operational logs, timestamped roasting and dispatch records, or standard operating procedures proving this timeframe is consistently met.
* **"Customers save £200 a year compared with café coffee"**
* *Evidence needed:* A documented mathematical breakdown calculating the cost of your annual subscription versus the average annual cost of café coffee (using reputable, cited market averages for café pricing and typical consumption rates).
* **"Join 50,000 happy subscribers"**
* *Evidence needed:* Internal CRM or sales database records confirming a current, active subscriber count of at least 50,000.
* **"Better for the planet, guaranteed."**
* *Evidence needed:* Independent sustainability reports or a Life Cycle Assessment (LCA) proving a lower environmental impact compared to standard coffee supply chains. You also need clearly published terms and conditions explaining exactly what the "guarantee" means and how customers can claim it.1 message on Pro · $0.0064 to run · 9.3 s · 988 tokens out
Grok 4.7
PassedGraded 5.0 of 5 on average (lowest 5).
**Claims that need evidence**
1. **“The UK’s most-loved coffee subscription”**
Independent, recent UK research showing your service ranks highest for preference or affection among coffee subscriptions, with a clear sample, question, and competitor set. An award or high review score alone does not prove “most-loved.”
2. **“100% organic”**
Current organic certification (for example Soil Association or an equivalent UK-recognised scheme) covering every bean in the subscription, not only some lots or the farm in general.
3. **“roasted within 24 hours of shipping”**
Records showing roast date versus dispatch date for actual orders, and that the 24-hour window is met as a rule. Define whether “shipping” means dispatch or delivery.
4. **“Customers save £200 a year compared with café coffee”**
A published calculation: cups per year, your price, the café prices and drinks used, locations, and that the comparison is like-for-like and typical—not a best-case example.
5. **“50,000 happy subscribers”**
- **50,000:** a current count of active subscribers at the time the ad runs.
- **happy:** satisfaction data (survey scores, review ratings with volume) showing subscribers are happy, not just that they subscribe.
6. **“Better for the planet, guaranteed”**
- **Better for the planet:** evidence of a real environmental benefit versus a stated alternative (for example lifecycle data on carbon, packaging, or sourcing). A vague green claim is not enough.
- **guaranteed:** written guarantee terms—what is promised and what the customer gets if it is not met—and proof you can honour it.
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