Money-back guarantees: Crawl Audit check 124

Short answer: a clear guarantee next to the buy button takes some of the risk off the customer. Check 124 is informational and always passes: it notes whether guarantee or refund wording is on the page, because a guarantee is a choice, not a requirement. If you offer one, UK advertising rules say how to word it.

What Crawl Audit checks

• Pass: the page mentions a money-back guarantee, a guarantee, a refund, "risk-free" or "cancel any".
• Pass: none, with a note that it's optional.

What the UK rules say

• CAP 3.55: "Marketing communications must not use the word "guarantee" in a way that could cause confusion about a consumer's rights."
• CAP 3.56: don't leave out significant limits, and "Marketers must supply the full terms before the consumer is committed to taking up the guarantee."
• CAP 3.57: "Marketers must promptly refund consumers who make valid claims under an advertised money-back guarantee."
• CAP 3.12, and the Digital Markets, Competition and Consumers Act 2024: you can't present rights consumers already have by law as a special feature of your offer.

On devmarde.com

Our AI Visibility Fix comes with one condition, stated in full on its page: score up at least 20 points on the free Crawl Audit check, or the fix is refunded. It's specific, measurable, and checked with a tool anyone can run.

Writing a good guarantee

• Say exactly what triggers it, and how to claim.
• Put the full terms one click away, before payment.
• Make it about something beyond the legal minimum. "Faulty goods replaced" is already the law.
• Pay valid claims quickly.

This is a summary, not legal advice.

Sources

• ASA, CAP Code section 3 (rules 3.12 and 3.55 to 3.57), checked 6 October 2026.
• legislation.gov.uk, Digital Markets, Competition and Consumers Act 2024, Schedule 20.