You're not buying products.
You're buying claims.

See what's actually behind them.

NORM measures how closely a brand's public claims align with the evidence the brand makes accessible.

Add to Chrome — It's Free →
Free · No account needed · Works while you shop · Explore the leaderboard →
0
Claims analyzed
0
Brands scored
0
Pages crawled
0
Evidence links
Open methodology
Payment never influences scores
How it works

Three verdicts.
One question: did they show their proof?

NORM doesn't review products. It measures whether a brand's visible evidence actually supports what it claims — across what the brand makes publicly accessible.

✓
Green — claims backed by evidence
NORM Score: 71 / 100
Sooma — tDCS Depression Treatment
Study links visibleMeta-analyses + DOI cited
Third-party testingClinical guidelines referenced
Claim intensitySupported — Level A recommendation
Evidence qualityPublished literature cited
"This brand openly cites specific scientific literature, including meta-analyses and clinical guidelines. The claims closely match the evidence they've made publicly accessible."
!
Yellow — partial receipts
NORM Score: 43 / 100
AG1 — Athletic Greens
Study links visible4 trials cited (unpublished)
Third-party testingNSF Certified for Sport
Claim intensityHigh — "clinically-backed"
Evidence qualityCompany-sponsored, not peer-reviewed
"The brand invests in gold-standard clinical trials for its product. But the full results from these company-sponsored studies are largely unpublished, making independent verification of the claimed outcomes impossible."
✕
Red — claims without visible proof
NORM Score: 38 / 100
Rhode — Skincare
Study links visibleNone accessible
Third-party testingNot found
Claim intensityHigh — "clinically proven"
Evidence qualityStudy cited, no link or methodology
"This brand advertises 'clinically proven' benefits across its product range. But product-level clinical studies or supporting evidence for these headline claims are consistently missing or inaccessible."

A red signal means ask more questions, not that the product is bad. A green signal means the brand has shown their proof — not that it works for you personally.

Claims captured. Evidence matched. Gaps measured. Results in seconds — no brand can buy a better result.
01
▶

Extract

Every marketing claim pulled and tagged by location. Hero headlines weighted 3× more than footer disclaimers — because that's where brands put what they most want you to believe.

02
■

Match

Study links, certifications, dosage panels, and third-party testing matched against each claim across the brand's publicly accessible pages.

03
✓

Score

Six dimensions measured. The gap between what's claimed and what's visibly supported — quantified and on the record.

04
📈

Compound

Persistent evidence vaults track score history, claim receipts, and evidence freshness. When content changes, NORM re-evaluates automatically.

Read the full methodology →

Scores are produced by the NORM Signal Engine™ v1.0 — based on what brands publicly show on their websites. These are not legal, medical, or regulatory judgments.

Independence

Scores can't
be bought.

The signal is only worth something if it can't be gamed. Every decision we make is built around protecting that.

■

No brand payments influence scores

The only path to a better score is making stronger evidence visible on the actual product page. That creates exactly the pressure toward transparency that we exist to create.

Some brands are already doing it. Their signal shows.

▲

Revenue from consumers and data — never from brands being scored

Revenue comes from consumer subscriptions and data products — never from the brands we score. The flow chart shows exactly what's in and what's out.

Where money flows
✔  Pro subscribers
→ NORM
✔  Retailer intelligence
→ NORM
All revenue is from consumers paying for features, or industry paying for data. None of it touches scores.
✕  Brands paying for better scores
BLOCKED
✕  Advertiser product promotion
BLOCKED
✕  Affiliate commissions per click
BLOCKED
✕  User data sold to scored brands
BLOCKED
Score firewall — commercially and structurally enforced
Claim-level record

The score is only
the surface.

Beneath every NORM Score is a structured record of the claims evaluated, the evidence located, the connections identified and the gaps that remain.

NORM does not review products or decide whether they work. It measures what a brand asked the public to believe against what the brand made available to support it.

Claim captured
"Supports deeper sleep."
Evidence located
Ingredient study linked by the brand.
NORM finding
The study addresses the ingredient, but the connection to the specific product claim is not clearly established.

Every score leads back to the claims evaluated, the evidence located and the gaps identified.

Continuous monitoring

A living record of
commercial claims.

Brand language changes. Evidence pages move. Sources disappear. New claims appear. NORM captures public-facing claims and evidence over time, so each assessment reflects what was publicly accessible when it was analyzed.

Claims captured
Evidence connected
Gaps identified
Changes tracked
Assessments timestamped
The shift

AI agents don't
watch your ads.

When a consumer asks an AI to find the best magnesium supplement, the agent won't click an Instagram ad. It will need a trust signal — a structured, independent evaluation of what's real. That's what NORM builds.

What NORM measures
✔ Cited studies on the product page
✔ Third-party testing certificates
✔ Dosage and formulation transparency
✔ Claim specificity and language
✔ Evidence age and validity
What stops working
✕ Influencer endorsements
✕ Ad spend and retargeting
✕ Packaging aesthetics
✕ Brand narrative and lifestyle copy
✕ "As seen on" badges

The same structured data serves everyone interpreting commercial claims — not just AI systems.

One system. Multiple uses.
Consumers
Understand what evidence a brand makes visible.
Brands
Identify claims with missing, unclear or difficult-to-locate public support.
Retailers and media
Screen claims and compare transparency across large sets of brands.
AI and commerce systems
Interpret structured claim-evidence relationships instead of relying on marketing language alone.
See how your brand scores →
In the wild

Scoring the brands behind
your feed.

Every supplement brand promoted by a major wellness creator — Huberman, Rogan, Attia, Lex — is tracked and scored by NORM. Not because we have a relationship with the creators. Because the brands they promote make public claims, and those claims have measurable evidence gaps.

"Brands learned they could put 'backed by science' on almost anything and charge a premium. We built the system that checks whether the evidence shown matches the claim. Not to punish anyone—to make the brands that do the work impossible to ignore."
N
NORM Team
Founding statement
Influencer Transparency Index — See all brands each influencer promotes and what the evidence says. Coming soon.
Questions

Things people
ask us.

Does a Red signal mean the product doesn't work?
No — and this is the most important thing to understand about NORM. A Red signal means a brand made strong claims without showing you the evidence to back them up on their page. The product might work brilliantly. The ingredient might have decades of research behind it. But right now, on this page, they're asking you to take their word for it. That's worth knowing before you spend $80 a month.
Can brands pay for a higher score?
No. Brand Pro gives brands visibility into their score breakdown, evidence gaps, and improvement roadmap — but payment never touches the scoring pipeline. The only way to improve a NORM score is to make stronger evidence visible on the actual product page. We built a commercial firewall between revenue and scoring that is structurally enforced, not just policy.
How is the score calculated?
The NORM score (0–100) measures how closely a brand's marketing claims align with the evidence it makes publicly accessible. It looks at: how strong the evidence is, how specific the claims are, whether the framing is proportionate to the evidence, how relevant the cited science is to the claims made, and whether any evidence is shown at all. Claims at the top of the page are weighted more heavily than those in the fine print — because that's where brands put the claims they most want you to believe. The complete methodology is published at trynorm.co/methodology.
What counts as evidence?
Anything visible on the brand's public website that connects a claim to outside proof: links to published studies, third-party testing certificates (NSF, Informed Sport, USP), dosage panels with sourced ingredient amounts, or independent audit reports. Internal studies and vague references to "clinical-grade" don't count without a source you can actually check. The full scoring breakdown is in the methodology.
What is the difference between the score and the record?
The NORM Score is a summary — a single number that reflects how closely a brand's claims align with the evidence it makes publicly accessible. The record is the structured assessment underneath: the individual claims captured, the evidence located for each, the connections identified and the gaps that remain. The score is the interface. The claim-evidence record is the system.
The long view

Building the evidence layer
for modern commerce.

As product discovery shifts from search results to AI-generated answers and autonomous recommendations, commercial claims need a clearer, machine-readable record. Beginning with wellness, NORM is building that record—one claim, source and captured assessment at a time.

May the best brands win — for being the best.

Browse the leaderboard → Add to Chrome — Free
Scores are computed independently. Payment gives you visibility into the process, not influence over it.
© 2026 NORM Analytics  ·  Open Scoring Standard  ·  Published Methodology  ·  Payment never influences scores