How NORM scores
what brands show you.
NORM is a scoring methodology for measuring 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? Under v1.1, each assessment will report six diagnostic score areas.
Evidence Coverage
How many of the brand’s material claims have eligible evidence publicly presented by the brand?
Source Traceability
Can the brand’s cited sources be identified, resolved, and connected to specific claims?
Product Match
Does the cited evidence study the marketed product, formulation, ingredient, or delivery method being claimed?
Use-Condition Match
Do population, dose, duration, and relevant conditions in the cited evidence match how the claim is presented to consumers?
Result Match
Do the study design, measured outcome, and reported results in the cited evidence support the specific claim?
Claim Proportionality
Does the marketing language remain proportionate to the evidence’s findings, qualifications, uncertainty, and limitations?
Each claim is assessed individually. The overall NORM Index is derived from claim-level assessments; the six areas provide a diagnostic decomposition.
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 NORM score is a record of claim–evidence alignment — built from what a brand chooses to make visible. It is not a certification, safety rating, or efficacy assessment. Any brand can improve its score.
Scores are based on what brands publicly show on their websites. These are not legal, medical, or regulatory judgments.