Risk check
False urgency & scarcity checker
Urgency and scarcity cues are fine when they are true — and a banned commercial practice when they are invented.
Countdown claims, 'only X left' and 'ends today' must be genuine; invented urgency or fake stock scarcity is a banned commercial practice under EU Omnibus rules and the UK DMCC Act.
An example that gets flagged
Flagged · Possible false urgency or scarcity
Only 3 left — sale ends today, don't miss out!
ComplyAds highlights wording like this in your listing, explains why it is a risk in plain English, and links the platform policy and the law behind it — so it is clear what to change before you publish.
The law behind it
This is policed across the markets ComplyAds covers, and each flag cites the specific rule rather than just the act:
- EU — UCPD 2005/29/EC Annex I (false 'limited time' / scarcity = banned practice)
- UK — CAP Code rule 3.30 (must not falsely claim a product/offer is available only for a very limited time to deprive consumers of the time/opportunity for an informed choice) + rule 3.27 (reasonable estimate of demand)
How to fix a flagged claim
Only show scarcity or deadlines that are real and current. If stock is genuinely limited or an offer truly ends, say so accurately; otherwise remove the countdown or “only X left” line.
Where it applies
Every major platform ComplyAds checks — Amazon, eBay, Etsy, Walmart, TikTok Shop, Meta, Shopify — has a published policy on this, on top of the advertising law above. ComplyAds screens against EU Omnibus · UK DMCC Act.
Flags, not verdicts. ComplyAds is an informational risk check, not legal advice. A flag is a prompt to look more closely, not proof of a breach — genuine, substantiated claims are fine. For anything borderline, get professional advice before you publish.
Questions
Is “only 3 left” against the rules?
Only if it is not true. Invented scarcity and fake countdowns are banned commercial practices under the EU Omnibus rules and the UK DMCC Act. ComplyAds flags the language; genuine, accurate urgency is fine.
How do I fix a false-urgency flag?
Make sure the stock count or deadline is real and current, or remove it. ComplyAds flags the wording as a prompt to check — it is not a finding that you have breached the law.