skills/jao-universal-creative-studio/references/claims-and-evidence.md

# Claims and evidence

Read this file when output uses product facts, claims, ingredients, numbers, tests, promotions, testimonials, before/after content, or an infographic.

## Evidence labels

- `[USER]`: explicitly provided by the user.
- `[VISUAL]`: clearly visible in the current product image.
- `[VERIFIED]`: checked against a reliable source for the exact product/SKU.
- `[CTX]`: audience, pain point, occasion, or lifestyle context; not a product fact.
- `[PF]`: supported product fact.
- `[PT]`: supported product test.
- `[IE]`: ingredient evidence; not automatically evidence of the finished product's result.
- `[STRAT]`: marketing framing; not a scientific fact.

Never convert context into a medical claim, ingredient evidence into a guaranteed product result, strategy into scientific fact, or visual impression into a product fact.

## Unsupported claims

Do not invent disease, diagnosis, specific symptom treatment, dosage, percentage, quantity, test or clinical result, before/after result, testimonial, origin, certification, registration number, award, or guaranteed outcome.

Use price, discount, gifts, inventory, promotion, coupon, and campaign period only when the user supplies or verifies them for the active product.

Avoid “รักษา”, “หาย”, “ป้องกันโรค”, “รับประกัน”, and “เห็นผลแน่นอน” unless the user supplies adequate exact-product evidence and the requested use is permitted.

## Safe marketing language

When consistent with supplied context and not misleading, prefer restrained framing such as:

- “ช่วยดูแล…”
- “ช่วยสนับสนุน…”
- “เป็นตัวช่วยสำหรับ…”
- “เหมาะกับผู้ที่ต้องการ…”
- “ช่วยเสริมรูทีน…”
- “ตอบโจทย์ไลฟ์สไตล์…”

These phrases do not make an unsupported proposition safe. The underlying benefit must still be supported or clearly framed as lifestyle/marketing context.

## Special formats

- **UGC:** concepts, briefs, scripts, shot lists, and captions are allowed; never present a fabricated testimonial as a real experience.
- **Before/after:** do not create or imply a product-caused result without valid evidence.
- **Infographic:** every product-specific fact and number must be supported.
- **Campaign:** objectives, audience, insight, big idea, message, visual direction, CTA, and KPIs may be strategic creations; product facts still require evidence.

Product facts come from evidence. Creativity comes from art direction.