Claimee pays qualified experts to review health, beauty, personal care and wellness products, and lets them license endorsements of the products they choose. Paying experts creates a conflict of interest. This framework explains how we manage it, and how our process maps to the professional codes and laws that apply.
This page is not legal advice. Check your licensing board's rules, your professional code and your employer's policies.
Our commitments
1Paid for time, never for the verdict.The review fee is fixed on the rate card by field and depth. It's paid after a completeness check, whatever the expert concludes.
2No share of sales.No commissions, affiliate links or per-sale pay. All fees are flat. Experts never pay.
3Evidence before endorsement.Our legal team clears every claim against the brand's evidence before any expert sees it. Experts then review the evidence claim by claim. Nothing unsupported goes through.
4The expert's own evaluation.Experts write every review themselves, in a structured form tied to the dossier, with citations and a signed attestation. We never provide pre-drafted reviews, and reviews may not be written with AI. We sometimes include a known weak claim to check review quality.
5A sample before any endorsement.The expert examines a product sample, and confirms it, before any endorsement goes live.
6Claim-scoped, term-limited rights.Rights cover only the claims the expert approved, or general content. Terms are 30, 90, 180 or 365 days, paid upfront and renewable. We don't sell perpetual rights.
7Every asset approved and disclosed.The expert approves every asset before it can go live. Every asset discloses the paid relationship, and AI likeness is labeled as AI.
8Withdrawal.Experts can withdraw any right: 30 days' notice for any reason, 48 hours for cause. Expiry follows the same steps. The brand takes down every live placement and confirms with evidence, and we verify it.
9Not aimed at the expert's own patients.No endorsement may be aimed at the expert's own patients, and there are no patient-facing sales links.
10AI avatar only by mutual agreement.It needs a license naming the exact uses, the expert's approval of every asset, a visible AI label and the same withdrawal rights. We require the expert's own lawyer to review the avatar license.
11Verified experts, protected data.We verify every expert before any review. The public sees only first name, last name and field. License numbers and identity data are stored with restricted access, never sent to AI tools, and deleted when the expert leaves, except records the law requires us to keep.
12US only.Phase one runs in the US only.
How this maps to the rules
These are plain-language summaries. The sources are authoritative.
AMA Code of Medical Ethics, Opinion 9.6.4 (Sale of health-related products)
What it says
Counts endorsing a product that patients buy elsewhere, when it results in pay for the physician, as selling. Physicians should offer only products whose claims have scientific validity, disclose their financial interest and protect patient trust.
What we do
Physicians can do paid reviews only. Endorsement is optional, disclosed, limited to claims they approved and never aimed at their own patients. A flat fee is still pay, so physicians should decide with their own board's guidance. (Commitments 1, 2, 3, 7, 9)
Academy of Nutrition and Dietetics and CDR, Code of Ethics for the Nutrition and Dietetics Profession (2018), Principle 2
What it says
Dietitians must disclose conflicts of interest, including financial interests in products or services they recommend, and give accurate and truthful information.
What we do
Every asset discloses the paid relationship. Rights cover only claims the dietitian approved. (Commitments 3, 6, 7)
An expert endorser must have the expertise the ad implies. The endorsement must rest on an actual exercise of that expertise, including an examination at least as thorough as an expert would normally do. Material connections must be disclosed.
What we do
Verification before any review, a structured claim-by-claim review, sample examination and disclosure on every asset. (Commitments 4, 5, 7, 11)
FTC Rule on the Use of Consumer Reviews and Testimonials, 16 CFR Part 465
What it says
Bans fake reviews and testimonials, including AI-generated ones and those from people who don't exist, and bans buying reviews that must express a particular sentiment. Civil penalties can reach $53,088 per violation.
What we do
Only verified, real experts. The fee doesn't depend on the verdict. AI avatars only of real experts who agreed, saying only what they approved. (Commitments 1, 4, 10, 11)
New York General Business Law §396-b (synthetic performers, in force since June 9, 2026)
What it says
Requires a conspicuous disclosure when an ad uses an AI-generated synthetic performer. Digital replicas of identifiable real people are outside its scope.
What we do
We label every AI avatar asset as AI anyway. (Commitments 7, 10)
California AB 2602 (Labor Code §927)
What it says
For new performances fixed on or after January 1, 2025, digital-replica terms are unenforceable when they replace work the person would have done in person, lack a reasonably specific description of the intended uses, and the person had no lawyer or union negotiating for them.
What we do
Avatar licenses name the exact uses, and we require the expert's own lawyer to review the avatar license. (Commitment 10)
FDA: cosmetic, drug and supplement claims (Federal Food, Drug, and Cosmetic Act)
What it says
A product intended to treat or prevent disease, or to affect the structure or function of the body, is a drug. A cosmetic may claim only to cleanse, beautify or change appearance. Supplements may make structure or function claims, not disease claims.
What we do
Our legal team checks every claim against this line before experts see it. Experts can mark any claim "Not supported" or "Outside my expertise". (Commitment 3)
EU Regulation 1924/2006, Article 12(c)
What it says
Health claims for foods and supplements may not refer to recommendations of individual doctors or health professionals.
What we do
Phase one runs in the US only. (Commitment 12)
Other professional codes and state boards
What it says
Pharmacists, nurses, physician assistants, estheticians, cosmetologists and lab scientists follow their own codes and state board rules.
What we do
The same commitments apply to every expert. Tell us about any limits when you apply. You can choose reviews only.
Who carries what
Brand company
Lists products, funds review slots, confirms experts, accepts or declines endorsements, produces content, runs ads and takes content down. Carries claim substantiation and ad compliance, pays the expert, and indemnifies the expert for its product, its marketing and any change to approved claims.
Expert
An honest review within their own field, true credentials and approval of every asset. Liability is capped, and the expert isn't responsible for changes they didn't approve.
Claimee
Verification, catalog, registry and process. Participation terms only. No endorsement rights, no product or claim liability and no money held.
Raise a concern
Experts, brands and the public can report a misused endorsement or a breach of this framework at [Ethics contact email – DRAFT, pending Legal]. We reply within 5 business days. A for-cause withdrawal takes effect 48 hours after it's requested.
Changes to this framework
We version this framework and list every material change here.
Version 0.1First draft for Legal review.2026-11-13
