For telehealth brands, MSOs, and the marketers who run their ads
Keep every ad claim substantiated.
Under the FTC's prior-substantiation doctrine you need a reasonable basis for every objective claim before it runs, and that basis must keep supporting the claim for as long as it runs. Veritura keeps the evidence behind each claim on file, current, and producible in one click.
Why now
Enforcement moved into exactly this market.
The record-keeping is the case. In 2025 the agencies stopped treating unsupported ad claims as a paperwork problem.
FTC v. NextMed
A telehealth GLP-1 marketer was charged in part over a weight-loss claim it had no records to support. The FTC's core allegation was the missing substantiation itself. The final order landed in December 2025. The lesson brands took: the missing record was the case.
The telehealth letter wave
FDA warned dozens of telehealth companies over compounded GLP-1 marketing, targeting sameness claims, safety and effectiveness claims for unapproved drugs, and ads that obscured who compounds the product. FTC on the ad and FDA on the drug now move together.
Roughly $50k per violation
The FTC's Notice of Penalty Offenses on substantiation put hundreds of health marketers on actual knowledge, arming civil penalties of roughly $50,000 per violation for lacking a reasonable basis or misrepresenting the level or type of proof. On a national campaign, the per-violation math is existential.
Add the private referee brands hit first: a challenge at the National Advertising Division inverts the burden. Once you are challenged, you produce the substantiation, fast and organized, on a clock as short as 20 business days. A standing, current file is the difference between a two-day response and a fire drill.
What it does
Substantiation as a living system, not a memo.
A legal substantiation review is a snapshot: it grades your claims once, hands you a memo, and starts going out of date the day it lands. But the rule is not a snapshot.
The claim register
Every objective claim you run, held as a governed record: exact wording, the channels it runs on, its first-run date, the evidence bound behind it, and a dated history. The history is the product. It shows substantiation existed before the claim ran, and every day since, which a static memo can never show.
Living rot alerts
This is the FTC continue-to-support duty, running as a feed. When a document expires, a supplier lands on an FDA list, or a snapshot goes stale, the claim resting on it flips to needs attention the same day, with the suggested action.
The substantiation binder
One button, per claim or the whole register: a dated file with the claim text, run dates, every evidence item with its hash and as-of date, and the full monitoring history. Built for a NAD SWIFT clock and an FTC inquiry, so day one of a challenge is assembly-free.
Public claim pages
Publish a white-labeled proof page for your brand, and give each claim a short citation link. Your ad's fine print carries the link, and the reader sees exactly what documentation is on file behind that sentence, dated. An ad that footnotes itself: see what is on file beats trust me.
Veritura already watches everything your evidence points to: a document expires, a supplier lands on an FDA list, a snapshot goes stale. A rot alert is that monitoring, applied to the claim resting on it.
Living Supply Shield
Alerts
- Action needed
Verification route unreachable
2 hours ago
BlueRiver API Co · the published verify link for LOT-BR-0816 did not answer on three attempts. A corrected source route has been requested.
MON-DEMO-181 supplier · 1 lot · 1 order
- Attention
Sterility scope gap on an open lot
9 hours ago
Keystone Peptide Labs · LOT-KP-2407 carries no sterility or endotoxin result. Missing evidence is not a failed test; the lot stays in review until it lands.
MON-DEMO-211 supplier · 1 lot
- Informational
Public-source snapshot refreshed
Yesterday
openFDA enforcement and recall records re-captured for 4 suppliers. No match in the captured sources. Disposition unchanged.
MON-DEMO-174 suppliers
- Attention
Qualification element falls due
2 days ago
Aurora Pharma Supply · ongoing review is due July 30, 2026. Five of six elements remain on file with current dates.
MON-DEMO-221 supplier
A monitoring signal maps a captured public record to the suppliers, lots, and orders it touches. It never changes a disposition on its own, and no match in a captured source is not proof of absence.
Feature to outcome
Each feature is the operational form of a rule you already owe.
| The duty | What you get |
|---|---|
| Substantiation must exist before a claim is disseminated | A dated claim register that timestamps the evidence behind a claim before it runs |
| Substantiation must keep supporting the claim for as long as it runs | Living rot alerts that flag a claim the day its evidence changes |
| Substantiation must be producible on demand, fast and organized | A one-button substantiation binder, standing and current, per claim or whole brand |
| The level and type of proof must match the claim | A claim rewriter that returns the checkable, documentation-level version of an overclaim |
| Marketing and legal answer for the same claims | One shared register both teams work from: same claims, same evidence status, same flags |
The honest core is the rewriter. Take "rigorously tested" and get back the version you can prove, "testing documentation on file and independently reviewed for every lot," plus the evidence that makes it checkable. A smaller claim you can back beats a bigger one that draws an inquiry.
How a claim is classified
Wording against evidence type, before anything gets bound.
Veritura scans the copy for objective claims and classifies each by the type of evidence it would need. Each label is the Veritura action to take. It is never a verdict that a claim is legal or compliant.
Checkable
A claim you could back with documentation on file.
Needs reframing
The wording implies more than documentation can show, so a smaller checkable version is offered.
Cannot be backed
No documentation evidence supports the claim as a product-quality, safety, efficacy, sameness, or FDA-approval assertion. Veritura will not substantiate this claim.
Puffery like "feel your best" carries no substantiation duty, so it is not flagged.
What the map returns
Claims
What each objective claim needs, and who supplies the evidence, with the governing rule referenced beside it.
Disclosures your ad needs
Triggered by the elements in your ad and grouped by ad element, each referenced to the rule that requires it. Confirm the exact wording and placement with your counsel.
Evidence map
Everything the ad needs to be backed, and who supplies it: the claim, the evidence needed, who provides it, and whether Veritura can provide it.
Routes to your counsel
The cannot-back and route-out items, with why and the governing rule. These sit outside documentation evidence: Veritura surfaces the rule but cannot substantiate them.
Boundary
This is an evidence-and-disclosure map, not a compliance determination. It surfaces the applicable rule and what your evidence supports; it never tells you a claim is legal or compliant. Confirm with your counsel.
Who provides the evidence
- Veritura documentation and verification
- Pharmacy (503A/503B)
- Accredited testing lab
- Clinical study or RCT literature
- Brand business records
- Legal or regulatory counsel
- Brand engineering and privacy
Ad elements that trigger a disclosure
- Testimonial or endorsement
- Influencer or paid creator
- Before and after imagery
- Subscription or auto-renewal
- Free offer
- Savings or comparative price
- Health or efficacy claim
- Compounded medication
- Ad pixels or tracking
- Paid telehealth ads
- Veritura seal or artifact
Pricing
One brand, a group of brands, or a whole network.
Self-serve for a single brand or an MSO managing several. Larger networks are a conversation. Every plan is the same living register, binder, and public pages, and the boundary holds on all of them: documentation evidence, never legal advice or a claim of compliance.
Brand
$199per brand, per month
One brand's claim register: the living register, rot alerts, the one-button substantiation binder, and white-labeled public claim pages. Add a second brand any time at the same per-brand rate, or move up to the MSO platform.
MSO platform
$999per month, up to 10 brands
The multi-brand bundle for a group operator: manage up to ten brands' registers under one account, each with its own binder and public pages. Built for MSOs and marketing teams running several brands at once.
Enterprise
Customlarger networks
For larger networks: more than ten brands, volume terms, and a shared register across the whole portfolio, with SSO available through a scoped implementation agreement. We scope it with you.
For context, a single campaign substantiation review runs roughly $5,000 to $25,000 in specialist counsel fees and produces a static memo. These plans keep every claim continuously substantiated for a fraction of that, and they never assert a claim is legal, compliant, or FDA-approved.
The honest boundary
We manage the evidence. Your counsel practices the law.
We do
- Hold each claim's documentation evidence as a dated, hashed record.
- Classify wording by the type of evidence it needs.
- Suggest checkable, documentation-level rewrites.
- Watch the bound evidence and flag a claim the day it changes.
- Produce a standing substantiation file on demand.
We do not
- Give legal advice.
- Tell you a claim is legal, compliant, or FDA-approved.
- Test physical product.
- Certify quality or safety.
- Decide what the law requires.
Veritura manages documentation evidence. It is not a law firm, and the product is a gift to your counsel, not a replacement.
Documentation evidence, not legal advice. Every register, binder, and public page carries that boundary on its face. Invite your outside counsel into a read-only view of the register and binder, so their review gets faster and they stay in the loop.
Boundary
Documentation evidence, not legal advice. We never assert a claim is compliant. Veritura holds each claim's evidence with dates and hashes, watches it, and produces it on demand; it does not determine that any claim is legal, compliant, or FDA-approved. What the law requires stays with your counsel.
Your lawyer tells you whether a claim was substantiated. Veritura keeps it substantiated.
A single campaign substantiation review produces a static memo that starts rotting the day it is delivered. A subscription that keeps every claim continuously substantiated, producible in one click, and auto-flagged when the facts change costs less than one campaign's review.