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Compliance copy review

Every wording problem found on the site, what it could be changed to, and why. Read it, tell me yes or no on each one, and only the approved changes get made.

How to read this page

Each card below shows the copy that is on the site right now, a suggested replacement, and one line explaining the change. Under each card there are three buttons so you can mark what you want done. Your answers save in this browser, and the Summary button at the top right collects them into a list you can send back.

The standard used is the stricter of TGA in Australia and FDA in the US, so wording stays cosmetic: how something looks, feels, or has traditionally been used, never treating a condition.
Where a claim cannot be saved by rewording, it is not quietly softened. It goes in the Needs a decision section instead.
Blog articles are left out on purpose, since those are being handled separately.

What this review found

Short version: the Alleviate product page, which is where most attention has gone, is already largely clean. What is left sits somewhere less obvious, in the search listings and on a collection page.

Area	Status
Alleviate product page copy	Already clean. One leftover sits in a hidden section that never displays.
Founder's Story	Already rewritten, reads fine as it stands.
Ingredient cards	Mostly clean. Two lines still need work.
Alleviate Pro search listing	Five drug claims in one paragraph, and this is what Google shows.
Remedy Range collection	Highest concentration of risk on the site, and easy to miss.
Homepage search listing	A keyword list of condition names, set in store settings.
Refresh description	Two claims to soften.
Pages and web addresses	Four items, two of which need a decision rather than an edit.

Highest priority

Search listings

These are the lines Google prints underneath your links. They are indexed, they are the first thing a regulator reads, and right now they carry the strongest claims on the whole site.

Alleviate Pro search description Products › Alleviate Pro › SEO

Live on the site now

LLEVIATE PRO is an advanced muscle and joint recovery cream featuring comfrey extract with high allantoin for natural peptide action that supports tissue repair and faster healing. With DMSO that converts into MSM in the body for enhanced absorption, it helps reduce inflammation, relieve pain, and accelerate athletic recovery while improving mobility and easing sore, stiff muscles and joints.

Suggested replacement

ALLEVIATE PRO is our strongest botanical balm, made for people who are hard on their bodies. Comfrey, arnica and magnesium with a higher concentration of DMSO, in a rich massage cream for tired, worked muscles after a session.

What changed and why: took out tissue repair, faster healing, reduce inflammation, relieve pain and improving mobility. Each one on its own is a drug claim under both TGA and FDA. Also fixed the missing letter, it currently reads LLEVIATE in live search results.

Homepage search description Online Store › Preferences

Live on the site now

Natural Art Form, organic pain relief, muscle repair support, arthritis support, workout recovery cream, knee pain cream, back pain cream, arnica sport cream, sport rub, sport rub, shoulder pain cream, anti-inflammatory cream, sore muscles, DOMS, delayed onset muscle soreness, arthritis, DMSO, ALLEVIATE

Suggested replacement

We make botanical body care in small batches across Australia and the US. Magnesium and DMSO balms, creams and aluminium free deodorant, for people who train hard and read labels.

What changed and why: this is not really a description, it is a keyword list, and almost every term in it names a condition or a therapeutic effect. Worth knowing this single field is what Google has been indexing for the homepage, including sport rub listed twice.

Workout recovery page title /pages/performance-fuel-and-workout-recovery…

Live on the site now

Workout Recovery, Pain Relief Cream, Weight Lifting Recovery Protocol

Suggested replacement

Workout Recovery Rituals for Endurance Athletes

What changed and why: Pain Relief Cream sits in the page title tag, so it is both indexed by Google and shown in the browser tab.

Highest priority

Remedy Range collection

This page carries more risk than the product pages do, and it has been flying under the radar. It is live, indexed, and holds three products.

Collection description Collections › Remedy Range

Live now, the parts that cross the line

…when you're tired of popping ibuprofen that tears up your stomach… ALLEVIATE started as my personal solution for a rotator cuff injury that just wouldn't heal. I was tired of masking pain with NSAIDs that actually slow down healing. So I created something different, a formula that helps your body heal faster while managing the pain. Mark Divine from SEALFIT started using ALLEVIATE after he shattered his shoulder in an accident, it's now part of his recovery protocol. Chris Danesi applies it before every Ironman event to prevent muscle fatigue… …the next morning, the sunburn was a tan and the blisters had completely absorbed back into the palms of my hand. No peeling, no pain. I added comfrey for its healing properties, and now we have something gentle enough for wrinkles but powerful enough for serious burns. Comfrey isn't just for signaling bone tissue to repair faster, it activates your natural collagen production… can be used as a relief and repair for stovetop burns, sunburns, blisters, itchy dry skin including flareups of dermatitis and eczema… It is also one of THE most effective itch control lotions…

Suggested replacement, full rewrite

When your body's tired, stressed and beaten down, and you're sick of creams that smell like medicine and wear off in twenty minutes, you want something that feels like it's actually doing something. I'm Isaac, a former Special Operations Combat Medic who got into natural remedies through Army survival training. I formulate every product we make at Natural Artform. Each one is designed to stack functions, because I'd rather make one product that earns its place on your shelf than three that clutter it up. ALLEVIATE started in my own kitchen, after a shoulder that stayed sore a lot longer than I wanted it to. I didn't love what was on the shelf. So I made something I actually wanted to use: magnesium, arnica, comfrey and DMSO in a rich balm that sinks in and doesn't stink. It's found its way to people who are hard on their bodies, including Mark Divine from SEALFIT and Ironman athlete Chris Danesi, who works it in before events. Plenty of CrossFit folks in Australia too. But honestly, what matters most is that it's become part of the routine for regular people who are just on their feet all day. REGENERATE happened by accident. I was building a greenhouse in Wyoming with beaten up hands and a back that had caught too much sun. I put my DMSO and aloe mixture on, and the next morning my skin felt a whole lot better than I expected. That's when I knew it was worth refining. I added comfrey because it's been used on skin in herbal traditions for centuries. What we ended up with is gentle enough for everyday use on dry, weathered skin, and rich enough that a little goes a long way. It's what I reach for after a day in the sun, or when the endlessly irritating Australian Midgy has found me, a tiny sand fly that can be genuinely overwhelming. We make everything in limited small batches on two continents, Australia and North America. We ship worldwide, and the formulas work just as well in New South Wales as they do in Wyoming. Every product comes with our keep the bottle guarantee. Try it for 90 days. If it's not for you, keep the bottle and we'll still refund your money.

What changed and why: the voice and the story stay intact, greenhouse and Midgy included. What came out were the medical specifics: the NSAID comparison, healing a rotator cuff, a shattered shoulder, preventing muscle fatigue, bone tissue repair, collagen production, and the named conditions dermatitis and eczema. The blister and burn story is softened rather than cut, see decision 4 below.

Collection search description Collections › Remedy Range › SEO

Live on the site now

We've combined the most potent blend of antioxidant and anti-inflammatory herbal oil blend from calendula, arnica, comfrey, st. john's wort. Together with DMSO and magnesium hexahydrate, this combination provides powerful and long lasting relief from many forms of injury and chronic inflammatory conditions.

Suggested replacement

Our botanical range: calendula, arnica, comfrey and St John's Wort infused oils with DMSO and magnesium, in rich balms and creams made for bodies that work hard.

What changed and why: relief from many forms of injury and chronic inflammatory conditions names medical conditions and claims to treat them, which is the single clearest trigger anywhere on the site.

Worth changing

Product descriptions

Refresh, the Clean section Products › Refresh

Live on the site now

Clean, We carefully selected a blend of organic herbal extracts and essential oils that are free from chemical ingredients and solvents, helping to purify and detoxify your underarms, feet, and anywhere else you apply it.

Suggested replacement

Clean, We carefully selected a blend of organic herbal extracts and essential oils, free from harsh chemicals and solvents, so your underarms, feet, and anywhere else you use it are left feeling fresh and comfortable.

What changed and why: detoxifying is a claim about changing what happens inside the body. Swapped for how it feels, which sits safely on the cosmetic side.

Refresh, the Effective section Products › Refresh

Live on the site now

Effective, Often even REVERSING body odor on hiking trips or at festivals, REFRESH effectively kills odor causing bacteria and prevents it from growing again for at least 12 hours.

Suggested replacement

Effective, It holds up on hiking trips and at festivals. REFRESH works on odour itself rather than masking it with fragrance, and it keeps going for a good 12 hours.

What changed and why: claiming to kill bacteria and stop it regrowing is an antimicrobial claim, which in the US can reclassify a deodorant as an over the counter drug. Odour control on its own stays cosmetic.

Worth changing

Ingredient cards

Most of these already read fine. These two still carry injury and nerve language.

Arnica Flower Alleviate page › ingredients

Live on the site now

Traditionally used by warriors and farmers across Europe. Known for its use on bruises and soft tissue damage, arnica is well known in naturopathic and homeopathic circles for its effectiveness and reliability.

Suggested replacement

Traditionally used by warriors and farmers across Europe, and still a staple in herbal preparations today. We use a strong arnica flower infusion because it's been trusted on hard working bodies for a very long time.

What changed and why: bruises and soft tissue damage both name a physical injury. The historical framing stays, since that is the part doing the work anyway.

St. John's Wort Flower Alleviate page › ingredients

Live on the site now

Known for its use as an herbal tea, also known as Hypericum, this herb packs a punch as an herbal oil with an affinity for the nerves. Useful for calming the body and relaxing the nerves, useful during the work day or at night before sleep.

Suggested replacement

Also known as Hypericum, and best known as a herbal tea. As an infused oil it earns its place here, it's long been part of calming, end of day preparations. I like it in the evening, though it's just as good halfway through a workday.

What changed and why: acting on nerves is a claim about changing how the body works. The calming, sensory framing stays, since that is a cosmetic benefit.

Worth changing

About Us page

The ibuprofen passage /pages/about-us

Live on the site now

Bragg, NC, I would have just popped a few large ibuprofen and carried on. But I learned through the years that this actually SLOWS your body's ability to heal itself by shrinking the blood vessels around nerves.

Suggested replacement

Bragg, NC, I'd have just taken a couple of large ibuprofen and carried on. These days I'd rather reach for something I've made myself, where I know exactly what's in it.

What changed and why: the original makes a physiological claim about how a drug works, then positions our product as the alternative to it. That combination is drug substitute positioning, which is a claim in itself.

The DMSO passage /pages/about-us

Live on the site now

It is extremely powerful at reducing pain and inflammation, but it also has the incredible ability to help your body absorb anything that you combine with it.

Suggested replacement

What makes it remarkable is how well it carries, it helps your skin take up whatever you combine it with. That's exactly why it's in our formulas.

What changed and why: reducing pain and inflammation is a direct drug claim. The carrier property describes the ingredient rather than a health outcome, so it stays.

Needs a decision

These cannot be fixed by rewording

Five calls only you can make, so nothing here has been rewritten or touched. Pick an option under each one and it gets actioned exactly that way.

1. The collection web address is itself a claim

The Remedy Range collection sits at /collections/drug-free-pain-relief. That address positions the product as a drug replacement for pain, which is a claim no matter what the page says. The visible title is already fine, it is only the address that is a problem.

Change the address and set up a redirect, so existing links and any ads keep working.
Leave it, accepting that the address says something the copy no longer does.

2. An empty page titled Arthritis Recovery

There is a live, indexed page at /pages/knee_arthritis_leg_day_landing-page titled Arthritis Recovery. It has no real content on it, just the usual header and footer. Both the title and the address name a diagnosed condition. The naming suggests it was built for a paid ad, which is the only reason it has not simply been deleted here.

Delete or unpublish it, since there is nothing on it.
Keep it but rename the title and address, with a redirect, if an ad still points at it.

3. Testimonials that name medical conditions

On /pages/alleviate-landing-page the customer quotes include the best pain relief cream I've ever used, a practitioner recommending it for conditions such as frozen shoulder, leg pain, knee injuries, and I had a surgery that left me with nerve damage in my neck and shoulder. Published testimonials are treated as the company's own claims, so these carry exactly the same weight as our own copy.

The same page also runs the headline The Compound Big Pharma Tried to Bury, which is drug substitute framing of the same kind.

Edit the quotes down so the condition names come out.
Swap those testimonials for ones that talk about how the product feels.
Leave them, and accept the risk.

4. The blister and burn story

In the collection rewrite above, the line about blisters absorbing back into your palms overnight and sunburn turning into a tan has been softened rather than removed. It is a good story and it is clearly true to you, but as written it describes wounds and burns healing, which is a drug claim no rewording really fixes. The softened version avoids the claim, but it also loses the punch.

Keep the softened version as written above.
Cut the story entirely and let the product stand on how it feels.

5. Product naming, for awareness only

An earlier review flagged the Alleviate product name as needing repositioning. Worth knowing the live name is already ALLEVIATE, Muscle and Joint Cream, and the search title is already Botanical Massage Balm for Active Bodies. Both name a body area rather than a condition, so that reads acceptably as it stands. No action suggested here, flagged only so it does not get changed unnecessarily.

Agreed, leave the naming alone.
Change it anyway, tell me what to.

Housekeeping

Two technical bits

No copy decisions in here, just tidying. Say the word and they get done at the same time.

A hidden section still holds the old claims Alleviate template

Sitting in the page code, not visible to anyone

ALLEVIATE IS A TOPICAL ANTI-INFLAMMATORY CREAM… 1. REDUCE INFLAMMATION NATURALLY 2. EFFECTIVE, NATURAL RELIEF OF PAIN 3. PROMOTE NATURAL HEALING BY INCREASING CIRCULATION…

Suggested

Delete the section outright rather than rewrite it.

What changed and why: it is switched off and never displays to a visitor, so there is no risk today. It would reappear instantly though if anyone ever toggled it back on.

The homepage outputs its search listing twice Theme code

What is happening

The homepage renders two title tags and two description tags. Separately, a cleaner set was written into the homepage section file, but it sits below the closing head tag, so browsers and Google ignore it.

Suggested

Remove the duplicates, delete the misplaced set from the section file, and let the store settings field, corrected in item 2 above, be the single source.

What changed and why: this is why the tidier description that already exists has never actually shown up anywhere. Purely a tidy up.

What happens next

Work down the page and tap a button under each card. When you are done, open Summary at the top right, hit copy, and send the list back. Only the approved items get changed, and the five decisions stay untouched until you call them. Nothing on the live site has been modified in producing this.

Internal document, not linked from any menu and not indexed by search engines. The standard applied is the stricter of TGA in Australia and FDA in the US in each case, so wording stays cosmetic rather than therapeutic. Blog articles excluded by request.