@maya.well
Short video
Morning stack that actually keeps me going.
00:140:24
For consumer health, wellness and beauty brands
Check a campaign video before it goes live.
Trust sells in health. It comes from the standard you hold.
Selado checks the speech, on-screen text and caption against your approved claims and market rules. Your reviewer signs. You keep the record.
Sample frame
Why teams use it
A check on every video. Without the extra rounds.
Checking every creator video by hand for compliance doesn't scale. Selado does. It checks each video against the rules you choose. Your creators get a simple way to work with you. Your reviewer signs it off. And every video gets a certificate.
Catch issues earlier
Find the claim before your video goes live.
Cut the back-and-forth
Your creator sees the fix and resubmits from the same page.
One record per video
A certificate and a full record for every video.
The Advertising Standards Authority (ASA), Competition and Markets Authority (CMA) and Federal Trade Commission (FTC) expect health and wellness claims to be substantiated before they appear.
“Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation.”
How it works
Four steps. Upload to certificate.
Four steps. Every video, the same way.
01 / Upload
Video · Caption · Platform
Upload
Your team or the creator adds the video, the caption as it will be posted, and the platform.
02 / Check
Spoken · On-screen · Caption
Check
Selado reads the speech, the on-screen text and the caption against the campaign’s rules. Each finding shows the time, the words, the rule and a suggested fix.
03 / Review
Correct · Add · Waive
Review
Your reviewer corrects a finding, adds one, or waives it with a reason.
04 / Certify
Rules · Reviewer · Link
Certify
The reviewer signs. Selado issues a certificate and a verification link for that version of the video.
Why you need it
From brief to post, the words change.
You approve one line. Creators, agencies and paid placements film it, reword it and post it. By the time it’s live, the claim can be different.
See where the claim changesOne brief. Four versions. Your claim drifts each time.
Campaign brief
Everyday energy, made simple.
TikTok
Creator video
“Everyday energy, made simple.”“Helps support my everyday energy.”
Matches
Instagram
Paid social
“Everyday energy, made simple.”“Boosts energy in seven days.”
Needs review
YouTube
Creator partnership
“Everyday energy, made simple.”“Clinically proven to boost energy in seven days.”
Must fix
Website
Brand website
“Everyday energy, made simple.”“Burns fat three times faster than training alone.”
Must fixRegulators are checking at scale.
The ASA scanned nearly 60 million ads in 2025. The FTC treats creator claims as yours. An EU sweep found only 1 in 5 influencers consistently disclosed their ads.
You approve one line. Creators reword it.
The final words can differ from what you signed off. Under FTC, ASA and EU rules, the brand remains responsible.
Most problems are unintentional.
Creators reword in their own voice. One unapproved phrase is enough for a complaint, a platform takedown, or a regulator query.
Trust is the goal. Gaps damage it.
Manual review can’t cover every cut and caption. When a claim can’t be defended, campaigns pause and trust erodes.
Selado helps you solve every one of them.
Go to resourcesWho it’s for
Brand, agency, creator, reviewer.
Selado is built for supplements and sports nutrition, OTC self-care, skincare and beauty, fitness and wearables, and functional foods. Use it at every step of making content for your health brand.
Brand
Many products. New launches.
Set rules once at brand and product level. Reuse them for the next launch and the next creator.
Agency
Many creators. Repeated campaigns.
A record for every creator and campaign. Ready to show your client.
Creator
A link, an upload, a fix.
Nothing to install and no training. The creator sees what to change, fixes it and resubmits.
Reviewer
Your name on every certificate.
Each finding sits beside the video. Correct it, add one, or waive it with a reason.
The record
A certificate for every video.
Every signed review gets a certificate. What was checked, against which rules, by whom, and what it found.
Certificate of review
CR-2026-000184
Spring skin barrier launch
Creator: A. Okafor · Brand: Example Brand · Platform: TikTok
Signed
- Fingerprint
- sha256 3f9a…c21e
- Rules used
- Ad disclosure 1.0 (UK). Beauty claims 1.3 (UK). Example Brand message house 1.0.
- Reviewer
- J. Patel, reviewer of record
- Signed
- Aug 26, 2026, 14:12 UTC
- Must-fix open
- 0
- Must-fix, resolved
- 1
- Advisory
- 2
- Submissions
- 2
Reviewed: speech, on-screen text, caption. Not reviewed: the imagery itself.
This certificate records that a review took place and what it found. It does not state that the content is approved or compliant.
Example, not a real certificate.
What you need to know
All resources
Selado·GuideIs the ASA cracking down on health and wellness ads? What it means for your brand.
Is the ASA cracking down on health and wellness ads? What it means for your brand.
Selado·Guide
REC 00:1200:12 · On-screen
REC 00:1200:12 · On-screenWhat do regulators check in influencer content? UK rules for health and wellness brands.
What do regulators check in influencer content? UK rules for health and wellness brands.
Selado·Explainer
What science does a health claim need?
What science does a health claim need?
Selado·Case studyZoe’s ads were banned. What the rulings actually said.
Zoe’s ads were banned. What the rulings actually said.
Frequently asked questions
Campaign video compliance, explained.
What is pre-publication marketing compliance software?+−
Pre-publication compliance software checks a creator video's speech, on-screen text and caption against your approved claims and market rules before the video is published. Selado does this for creator and influencer video.
How does Selado review creator and influencer videos?+−
Selado finds the claims in a creator video and its caption, matches each one to your approved wording and market rules, and your reviewer signs the result. Your team uploads the video, or sends your creator a link.
Can Selado check TikTok and Instagram-style content?+−
Yes. You upload the video file and its caption. Selado handles short-form creator video, Reels, product demonstrations, testimonials, paid social and longer recorded campaigns.
Which markets does Selado cover?+−
Rule packs are specific to a market. The first packs cover the UK, and more markets are added as they launch. You can also build rules from your own documents.
What types of consumer brands can use Selado?+−
Consumer health and wellness brands, and other brands whose claims need care. That includes supplements, sports nutrition, fitness, wearables, recovery technology, red-light therapy, skincare, beauty and creator-led product brands.
Can Selado find claims at exact moments in a video?+−
Yes. Every finding links to the moment, the words and the rule.
Does Selado replace legal or regulatory review?+−
No. Selado prepares evidence and suggested changes. Your reviewer makes the final decision. The certificate records that a review took place. It doesn’t say the content is compliant.
Who signs the review?+−
Someone you choose, such as a compliance lead, a brand manager or a founder. Selado is the software and doesn’t supply reviewers.
Can agencies use Selado across multiple clients?+−
Yes. An agency runs reviews against each client’s approved claims and market rules. Every video gets its own record.
How do I get started?+−
Selado is opening to teams in stages. Join the waitlist and we’ll be in touch when it’s ready for your team.
See it in action
See a review on one of your videos.
Upload one video. See the findings, your reviewer's sign-off and the certificate.
FINDING · 00:17
Efficacy claim without substantiation