See the Thinking

A product page that felt great at launch can become a problem as a brand starts pushing into paid traffic, retail, or new sales channels. What reads as natural and persuasive to a founder (outcome-led, emotional, benefits-first) is usually the exact wording that regulators flag.

A PDP Diagnostic pinpoints that risk before it turns into a CAP/ASA headache.

In this example, I’m showing the deliverables for a fictional omega-3 brand making heart-health claims. I review the full product page and assess every section against UK CAP/ASA guidance and EC Regulation 1924/2006. That review produces two outputs:

1. A colour-coded wireframe of the full page.
Each content block is marked high, medium, or low risk, so the founder immediately sees where the problems sit and which areas are already in safe territory.

2. A detailed annotations document.
Every high- and medium-risk issue is broken down clearly: what the issue is, the specific rule it triggers, and which authorised claim wording the brand can legally use at its current formulation dose.

In this example, the page includes seven high-risk issues, from disease claims to implied medical endorsement to condition-led messaging. And although the brand wants to use three EPA/DHA heart-related claims, the assessment shows that only one is actually permitted at their dose.

The founder walks away with a clean, prioritised plan: what needs changing, what’s fine as is, and what’s possible if they want to reformulate or reposition.