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Claims & Substantiation Policy

Effective Date: 8 May 2026 · Version 1.0

This Policy sets out the standards Vyete requires for all claims made about products listed on the platform. It applies to product titles, descriptions, imagery, and any associated marketing content linked to a Vyete listing. All brands are bound by this Policy under the Brand Terms & Conditions.

1. Purpose

Consumer trust in the Vyete platform depends on product information being accurate, substantiated, and compliant with applicable consumer protection and advertising law. This Policy ensures that brands take responsibility for the claims they make, and that Vyete users can make informed purchasing decisions.

2. General Principles

All product claims must be:

  • Truthful: Claims must reflect the genuine characteristics and performance of the product.
  • Substantiated: Claims capable of objective verification must be supported by reliable evidence held by the brand before the claim is made.
  • Clear: Claims must be expressed in plain language that the average consumer can understand.
  • Not misleading: Claims must not create a false impression through selective emphasis, ambiguity, or omission of material information.
  • Legal: Claims must comply with applicable consumer protection, advertising, and sector-specific regulations in every jurisdiction where the product is offered.

3. Types of Claims

3.1 Descriptive Claims

Factual statements about the product's physical characteristics, materials, or specifications (e.g., "100% cotton", "2,000 mAh battery", "500g net weight"). These must be accurate and verifiable against the product itself or reliable manufacturer data.

3.2 Performance Claims

Statements about what a product does or achieves (e.g., "removes 99.9% of bacteria", "extends battery life by 30%"). Performance claims must be supported by test data from recognised laboratories or accredited testing bodies. The test methodology must be relevant to typical consumer use conditions.

3.3 Comparative Claims

Claims comparing the product to competitors or a previous version (e.g., "twice as fast as the leading brand", "now 20% more effective"). Comparative claims must:

  • Identify the basis of comparison clearly.
  • Compare like with like (same category, same conditions).
  • Be based on up-to-date test data.
  • Not denigrate or derogate competing brands in a way that violates applicable law.

3.4 Health and Wellness Claims

Claims relating to health, nutrition, or therapeutic benefit are subject to the most stringent requirements. Health claims must:

  • Be expressly permitted under applicable food or health regulations (e.g., approved EFSA health claims for food products in relevant markets).
  • Not imply that a product can treat, cure, prevent, or mitigate a disease unless the product is a licensed medical device or medicine.
  • Not use emotional or psychological pressure to exaggerate health benefits.

Brands in the health, beauty, supplement, or food categories are strongly advised to obtain regulatory pre-clearance before listing claims.

3.5 Environmental and Sustainability Claims

"Green" claims (e.g., "eco-friendly", "sustainable", "carbon neutral", "biodegradable") must:

  • Be specific and refer to a clearly defined attribute of the product or its production.
  • Be substantiated by independently verified data or certification.
  • Not misrepresent the overall environmental impact of the product by focusing on a single positive attribute.
  • Comply with applicable green claims regulations (e.g., the EU Green Claims Directive where applicable).

Vague or unsubstantiated terms such as "environmentally friendly", "green", or "planet-conscious" without specific substantiation are prohibited.

3.6 Origin and Authenticity Claims

Claims about geographic origin (e.g., "Made in Italy", "Kenyan Coffee") or authenticity (e.g., "Genuine leather", "Authentic handcraft") must be accurate and compliant with applicable origin labelling regulations. Misrepresentation of origin is a serious violation of both this Policy and consumer law.

3.7 Award and Endorsement Claims

Claims citing awards, certificates, or endorsements (e.g., "Winner of X Award 2025", "As recommended by [Organisation]") must:

  • Refer to genuine, verifiable awards or endorsements.
  • Be current (not from more than 3 years ago unless clearly dated).
  • Have the endorsing body's permission where required.
  • Not use fake or self-generated awards designed to mislead consumers.

4. Prohibited Claims

The following are prohibited regardless of context:

| Prohibited Claim Type | Examples | |---|---| | Absolute superlatives without substantiation | "The best in the world", "Number one", "Unbeatable" | | Unproven therapeutic or curative claims | "Cures arthritis", "Eliminates cancer risk", "Clinically proven" (without clinical trial data) | | Weight loss claims without evidence | "Lose 10kg in 2 weeks", "Burns fat instantly" | | Counterfeit authenticity claims | "Official Vyete product" (without authorisation), fake safety certifications | | Misleading "before and after" imagery | Digitally altered result imagery | | False scarcity or urgency | "Only 2 left" when stock is plentiful; "Offer ends in 1 hour" on a perpetual offer | | Unsubstantiated "natural" claims | "100% natural" for products containing synthetic ingredients | | FOMO-based health claims | "Everyone switching to this for their health" |

5. Substantiation Requirements

5.1 Holding Evidence Before Publication

Brands must hold substantiation for all objective claims before listing the product. Substantiation must not be created or commissioned after a challenge is raised.

5.2 Acceptable Forms of Evidence

| Claim Type | Acceptable Evidence | |---|---| | Performance / efficacy | ISO-accredited lab tests, peer-reviewed studies, manufacturer test data | | Health / nutrition | Approved regulatory health claim lists, clinical trial data, registered dietitian sign-off | | Comparative | Independent third-party testing against named competitor; dated data | | Environmental | Third-party certification (e.g., ISO 14001, FSC, B Corp), verified carbon methodology | | Award / endorsement | Award certificate, endorsing body confirmation |

5.3 Submission on Request

Vyete may request evidence for any claim at any time. Brands must provide evidence within 5 business days of a request. Failure to provide substantiation is treated as an admission that the claim is unsubstantiated and will result in listing amendment or removal.

6. Pricing Claims

"Was / Now" pricing and similar discount claims must reflect genuine historical pricing. The "was" price must be the price at which the product was offered for at least 30 consecutive days in the preceding 6 months. Artificial inflation of the "was" price to exaggerate a discount is prohibited and may constitute a criminal offence.

7. Enforcement

7.1 Listing Review

Vyete reviews listings for compliance on an ongoing basis, including following consumer complaints and competitor reports. Listings found in breach will be amended or removed.

7.2 Brand Sanctions

| Violation | Response | |---|---| | Minor inaccuracy (unintentional, promptly corrected) | Written warning; correction required within 48 hours | | Unsubstantiated performance or health claim | Claim removal; substantiation required to reinstate | | Repeated violations | Listing suspension for 30 days; compliance audit | | Deliberate or systematic misleading claims | Account termination; possible regulatory referral |

7.3 Consumer Law Liability

Brands are solely responsible for the accuracy and legality of their claims. Vyete's review processes do not constitute a warranty of compliance. Vyete may share brand information with regulators in response to lawful requests.

8. Contact

Claims and listing compliance: [email protected]

Advertising standards queries: [email protected]