Where the claim sits
Influencer content carries claims in three places: the spoken line, on-screen text such as subtitles and supers, and the caption posted with the video. A qualifier in the caption does not cancel a stronger line said on camera. Disclosure that a post is an ad is separate from whether the claim itself is allowed.
What the UK check is looking for
Health and wellness claims are held to the product’s status and to the evidence behind the line. Claims that imply a medicine effect, a guaranteed result, or something the brand has not approved are the ones that get flagged. The first Selado packs cover ad disclosure, beauty claims and supplements claims, starting with the UK.
A practical standard
Give the creator the approved line. Check the cut they actually filmed. If the words moved, correct them before the video goes live. Selado does not review the imagery itself. The certificate says what was checked and what was not.
