What we wouldn't say.

Everything written about this brand goes through a check before it is published: a claim has to be something the database can prove. This page is what the check threw out - our own drafts, and the reason each one was rejected.

Nothing has been refused yet. That is not a boast - it means little until a lot has been written, and everything drafted so far happened to clear the check.

Why publish this

Because it costs us something. Any brand can say its marketing is honest; the claim is free and therefore worth nothing. Showing the copy we rejected, and why, is the same idea as publishing every run's real numbers and the searches we could not answer - a promise you can check instead of one you have to take.

The check itself is simple. A claim has to be traceable to something in the database. "40 made" is fine when the run is 40. "Selling fast" is not, because nothing in the data means it.