How NORM scores
what brands show you.
NORM is an open standard for scoring how well a brand's marketing matches its visible evidence. Same rules for every brand. Published methodology. Permanent records.
Does the evidence a brand shows actually match the claims it makes? Every brand is scored on these six dimensions.
Proof Quality
How strong is the evidence they show? Peer-reviewed studies score higher than vague references to "clinical research."
Marketing Honesty
Is the marketing language proportional to what's actually shown? Big claims need big evidence.
Ingredient Detail
Are the claims specific? "Supports sleep" is different from "clinically proven to cure insomnia."
How It Works
Does the brand explain the mechanism? Saying what it does is different from explaining how it does it.
Realistic Claims
Do the claimed effects match what the cited science actually says? Or does the marketing stretch it?
Proof Shown
Is there any visible evidence at all? Some brands make strong claims with literally nothing backing them up.
Claims at the top of the page count more — because that's where brands put the claims they most want you to believe.
Every time we score a brand, we save 7 layers of records. Nothing gets deleted or changed — every score is permanent and can be checked.
The brand's website address, what time we captured it, and which version of our scoring system was used. One record per scoring cycle.
Every page we visited on the brand's website, how we captured it, and when. One record per page.
The actual page content, the claims we found, and the evidence links — all saved with digital fingerprints so nothing can be altered after the fact.
The final score, signal color, which AI model was used, how confident the result is, and how long it took to process.
Up to 30 individual claims pulled from the brand's pages — each labeled by type (health outcome, how it works, trust signal) and how strong the language is.
Every outside link to evidence we found — study links, certifications, third-party tests — along with where we found it and how reliable it looks.
Plain-English explanations for why each part of the score turned out the way it did — labeled by importance so you know what matters most.
Nothing is ever deleted or overwritten. Every scoring cycle is a permanent record.
Check any brand before you buy. See whether the marketing matches visible proof. Free, no account needed.
Benchmark your marketing claims against the standard. See where you stand, track competitors, and improve your score.
Reference NORM scores via API to evaluate marketing claim transparency at scale. One query, standardized output.
For the full technical breakdown — how each part is scored, how it's weighted, and why:
Read the full whitepaper →A Green signal isn't a certification. It's a record — built from what a brand chooses to make visible, and how proportionate that is to what it claims. Any brand can earn it.
Scores are based on what brands publicly show on their websites. These are not legal, medical, or regulatory judgments.