Review every assertion in the intended version of a post: caption, visual, hashtag and influencer addition. Each needs its own evidence row. One supported caption does not clear an unsupported hashtag or visual. Completing the sheet is not a lawful post and not ASA pre-clearance.

Download the blank post sheet. The live claim still needs an evidence row. Rewrite the caption against held evidence. Influencer-contract points stay on the parent.

Review every assertion in the post

One row per intended publication version of a post or story. A post can contain different assertions in its caption, visual, hashtag and influencer addition.

Record caption_claim with caption_evidence_row_id, visual_implication with visual_evidence_row_id, hashtag_claim with hashtag_evidence_row_id, and influencer_added_claims with influencer_evidence_row_id. Visual implication includes green leaves, earth images and eco range names. Hashtags such as #sustainable and #carbonneutral are claims.

Record qualifier_text and qualifier_placement, or qualifier_not_needed_reason. A yes/no cell does not stand in for the visible wording. A limitation only on a linked website is not in the post.

influencer_added_claims is none only after a checked absence. missing_unchecked stays unresolved.

post_status is waiting, do_not_post or internally_cleared. internally_cleared is a recorded internal decision with internal_review_reference, not an output of the CSV. It requires all_relevant_claims_supported yes on the intended version, matching unexpired evidence, and a visible qualifier or justified not-needed reason. Missing or expired evidence or an unseen material qualifier keeps the row withheld.

Ads, organic posts and influencers

Save a copy of the blank file and type into the copy. The files are plain CSV with no formulas.

CAP Code 11 applies to marketing communications, including paid social. CMA Green Claims Code guidance applies to environmental claims to consumers more broadly, including social content. Do not treat every organic post as a CAP ad.

The CMA fashion-retail compliance document of 18 September 2024 says environmental claims must be clear and accurate on a product, in advertising, in store or online, including content on someone else’s site, for example social media. That document is sector-specific fashion guidance; the social-media location is used here more broadly for consumer claims, not as a universal statutory condition.

The ASA Charles Tyrwhitt ruling of 20 December 2023 concerned a paid Facebook ad. Qualifying information had to be in the ad. A linked report was not enough. Unused characters in a short format are not an excuse.

Worked example: Northgate Instagram

Northgate Services is fictional.

Post Assertions Status
Feed post: Eco-friendly mailers, leaf sticker, #sustainable Caption evidence missing. Visual and hashtag have no evidence rows. Qualifier only on the website. Influencer additions unchecked. do_not_post. A later supported caption would not clear this version.
Story: this cardboard box is accepted in this office's dry-recycling bin Qualifier in the story. No consumer recyclable hashtag. Influencer additions checked as none. Recorded internally_cleared for that intended story version. The homepage review of the same factual source does not transfer. Still not a household recyclable claim.

Limits

This is not a social-media marketing course, not a second examples article, and not a ruling that every organic post is a CAP ad. Log a published regulator decision by instrument type.