[EXT] Rugiet External Marketing Compliance Guide — November 2026

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Creative field guide · Quick rules, examples, and context

This is the single source of truth for external creative partners making Rugiet-branded assets. It merges the former Compliance Guide ([Ext] Mktg Guidelines), the Rugiet Creative Execution Standards, the Vendor Brand Kit, and the current product compliance guides.

Start with Sections 1–5 for the everyday rules (copy, disclosures, approval, brand). Then open the product, channel, and claim notes for your asset. Exceptions and source decisions are at the bottom.

When a brief and this guide disagree: the brief wins on angle and message. This guide wins on execution and compliance. If a concept seems to break a rule for a good reason, ask before you shoot, not after.

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Latest updates — October 23, 2026

Creative: Caption-only product disclaimers are approved for statics. Remove “may/can” from approved Ready and Go Long benefit statements in static ads. For the Sermorelin strategy, remove conditionalized language from the approved copy.
Copy: “Fast-acting” alone needs no onset disclaimer. Numeric onset claims—written or spoken—still need the relevant qualifier.
Design / video: Move all disclaimers, citations, and disclosures to the endcap and stack all applicable lines. TV follows network rules.
Growth / writers: Offer wording may vary but must match billing: “Get 1 Mo free with a 3 Mo Sub,” not “Buy 2 months, get 1 free.”
Social: Remove separate caption #ad / #sponsored from approved Instagram and TikTok paid placements already displaying the platform’s paid-ad label. This caption exception does not extend to other channels or unlabeled posts.
Educational disclaimer: Removed. No asset needs the educational disclaimer moving forward. Applicable product and claim disclosures remain.

These are internal creative directions, not a determination that every placement meets external disclosure rules. Final review must still check the asset’s claims, disclosures, and platform/network requirements.

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1. Write the copy

The principle: The ad’s overall message must match what Rugiet can support. That includes the headline, visual, voiceover, testimonial, and landing page—not just the disclaimer. An ingredient study does not automatically prove the finished product works the same way.

What counts as approved? A current claim with the correct product, wording, channel, evidence, and required qualifier. A disclaimer entry explains how to qualify a claim; its existence does not independently approve that claim. When the tracker and a newer decision disagree, send the exact line to Compliance for resolution.

Do	Don’t
Use the exact current approved claim for your product and channel.	Treat a brief, competitor ad, AI output (Unless approved), pending claim, or expired approval as clearance.
Say prescription required; a licensed provider determines eligibility.	Promise a prescription or say “no doctor needed.”
Identify compounded products as not FDA-approved.	Call a compounded product “FDA-approved,” or imply FDA equivalency
Use neutral language: “Millions of men experience ED.”	Assert personal health information: “You have ED” or “Your medication isn’t working.”
Match price, billing, renewal, exclusions, and availability to checkout.	Advertise unconfirmed launches, prices, “free” offers, or discounts.

Avoid: cures, guarantees, “no side effects,” unsupported superiority, explicit/suggestive visuals, body shame, and before/after imagery. “May” or “results vary” does not fix an unsupported claim.

Core word rules (all products)

No guarantees: never “guaranteed,” “miracle,” “fixes,” “cures,” “will solve,” “works every time,” or “100% effective.” Use “works” only when substantiated by internal or clinical data.
Conditional verbs: can, may, helps, could, support, designed to, formulated to. Use them whenever direct evidence does not support an absolute.
No unqualified superlatives: “only,” “first,” “best,” “#1,” “the strongest.” “First ___ medication” implies regulatory recognition.
Competitor references: naming active ingredients is fine (“contains sildenafil, the active ingredient in Viagra”). Brand names like Viagra and Cialis are for nominative mention only. Never disparage a named competitor (“better than Hims/Roman/Viagra”) and never say “generic Viagra.”
Superiority and safety: do not say a Rugiet product works “better” or is “safer” than another product without head-to-head data.
Access: “No doctor visit” is never true. Every Rugiet prescription follows an online consultation with a licensed provider.
Incentives: disclose when reviewers or creators receive payment, discounts, or free product.
Statistics: only figures the brief or approved claim library supplies, with the source cited. Never estimate, round up, or use a number you found.

Common copy decisions

Instead of…	Use this approach	Why
“Works in 15 minutes or less.”	The approved average-based Ready claim, paired with the “after medication dissolves” qualifier.	Survey averages are not a guaranteed deadline.
“You have ED.”	Neutral condition education, such as “Millions of men experience ED.”	Paid ads should not imply knowledge of the viewer’s health.
“Buy 2 months, get 1 free.”	“Get 1 Mo free with a 3 Mo Sub,” if that matches the actual offer, plus billing terms.	The offer must describe the subscription the customer is buying.
A Ready review on a Go Long page	A genuine review of Go Long, with the required disclosure and authorization on a Go Long page.	Evidence and testimonials must match the product advertised.
“Better than Hims.” / “Generic Viagra.”	“Contains sildenafil, the active ingredient in Viagra.”	Factual ingredient naming is allowed; disparagement and equivalence are not.
“No doctor visit needed.”	“Only available if prescribed after an online consultation with a provider.”	A licensed provider determines eligibility every time.
“Boosts desire” / “ignites libido” (Ready)	“Primes the brain for arousal” / “helps amplify arousal.”	Apomorphine’s mechanism supports arousal signaling, not increased desire.
“5× faster” / “the strongest ED medication”	Qualitative: “works differently than pills you’ve tried,” “a more complete formula.”	Numeric comparisons need head-to-head data or a cleared, footnoted claim.

These examples illustrate the rule; they do not replace final approval of the complete asset.