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The claim in your ad you can't actually back up

Ad platforms and regulators both work backwards from the claim to the evidence. If the sentence isn't on your own site, you're the one holding it.

Most ad copy that gets an account in trouble isn't a lie. It's a recombination: two true statements from different pages, merged into a third thing nobody actually said.

Your site says callouts are answered within 60 minutes. Another page says you're Gas Safe registered. The ad says "Gas Safe engineers at your door in 60 minutes". Both halves are true. The sentence is new, and nobody verified it.

Why this is the expensive kind

A rejected ad is cheap, because you find out immediately. A claim that runs for six weeks and then gets challenged is expensive, because by then it's in your creative library, your landing page and your sales calls.

In regulated categories it's worse than expensive. Under FSMA section 21, communicating an unapproved financial promotion is a criminal offence rather than a compliance ticket, and the person who approved it is the person on the hook.

The question a reviewer actually asks

Not "is this good copy". It's "show me where this sentence comes from". That's answerable in about a minute if you kept the trail, and it's a research project if you didn't.

What AdPlaybook does about it

Every factual claim has to resolve to a verbatim quote at a URL on your own site. Figures that appear nowhere in your copy get blocked outright. Sentences that recombine two true statements get flagged for your sign-off rather than shipped quietly, because you're the one who has to stand behind the combined version.

You get an evidence receipt listing every claim next to the exact quote supporting it, plus the ones needing sign-off, the ones that were blocked, and the pages the crawler couldn't read. A receipt that lists only the wins isn't worth signing.