Law & market
EU advertising law checker
EU advertising law bans misleading commercial practices across the single market. The Unfair Commercial Practices Directive, its Omnibus update and sector rules on health, environmental and pricing claims apply to anything you sell to EU consumers.
What it covers
ComplyAds checks your listing text against the EU rules that most often trip sellers up, and cites the specific instrument behind each flag:
- Medical or health claim — claims that a product treats, cures or prevents a condition Cosmetics Reg (EC) 1223/2009 Art 20 + Common Criteria Reg (EU) 655/2013
- Fake or incentivised reviews — fake, bought or undisclosed incentivised reviews Omnibus Dir (EU) 2019/2161 -> UCPD Annex I (fake / undisclosed reviews = banned practice)
- Unsubstantiated efficacy claim — efficacy claims like "clinically proven" made without solid evidence UCPD 2005/29/EC Art 12 (authorities may require substantiation of factual claims)
- Misleading or drip pricing — inflated "was" prices, fake discounts and fees revealed late Price Indication Dir 98/6/EC Art 6a (30-day prior lowest price) + Omnibus / UCPD
- Unqualified superlative or absolute claim — unqualified superlatives and absolutes — "best", "#1", "100%" UCPD 2005/29/EC Art 6 (misleading actions) — unsubstantiated superiority. NOT Annex I
- Unqualified environmental claim — vague environmental claims like "eco-friendly" or "carbon neutral" UCPD 2005/29/EC
- Possible false urgency or scarcity — invented urgency — "only 3 left", "ends today" — that isn’t genuine UCPD 2005/29/EC Annex I (false 'limited time' / scarcity = banned practice)
An example that gets flagged
Flagged · Medical or health claim
This balm cures eczema and clears up acne in days.
ComplyAds flags that as a health claim and points to the exact rule it relates to, not just the act — a prompt to look more closely before you publish.
How the check works
Paste a listing, ad or post; every risky phrase is highlighted in your text with the reason in plain English and the rule behind it. It runs in your browser and nothing is uploaded.
Not legal advice. ComplyAds is an informational risk check that flags potentially problematic wording under EU rules. It does not certify compliance or cover every rule, and it is no substitute for advice from a qualified professional in the markets you sell in.
Questions
Which EU rules does ComplyAds check against?
The Unfair Commercial Practices Directive and its Omnibus update, plus sector rules on health, environmental and pricing claims. Each flag cites the specific instrument behind it.
Does EU advertising law apply if I am not based in the EU?
If you market or sell to consumers in the EU, these rules can apply regardless of where you are based. ComplyAds checks the wording, not your location — and it is not legal advice.