The old checklist
Copies the legal wordingChecking terms and disclaimers in advertising
Does the advertisement contain wording that excludes or limits liability?
Where it breaks downUnderstanding: Too legal. Which words actually count as “limiting liability”? Only Legal can say.
What happens: Tick “pass” and move on, or paste last time’s wording rather than wait.
Outcome: Non-compliant advertising ships — a regulator fine and customer complaints follow.
Does it let the business change the terms without prior notice?
Where it breaks downUnderstanding: Everyone has used this line for years — is it really banned now?
What happens: Nobody knows it now reads as an unfair contract term, so it goes on the poster anyway.
Outcome: The clause is unenforceable when it matters — and reads as taking advantage of the customer.
Is there any other wording of similar effect that leaves the consumer worse off?
Where it breaks downUnderstanding: “Similar effect” is boundless. By whose measure is the consumer worse off?
What happens: Tick it through with eyes shut, because there is no worked example to compare against.
Outcome: The checklist becomes paperwork for its own sake — all burden, no protection.