Passmark

The problem

Every advert, landing page and promotional email in a regulated industry has to follow the rules. In the UK, that means the ASA's CAP Code for advertising and, for financial products, the FCA's financial promotion rules. Get it wrong and the cost can be a ruling, a withdrawn campaign or worse.

Checking copy is usually manual. Someone reads every line, cross-references the rulebook and writes up what needs to change. It's slow, it depends on who's reviewing, and it often happens at the last minute, when changes are most expensive.

What Passmark does

Passmark checks copy before it ships. Paste a link or upload a document, and Passmark reads it against a compliance model you control. For every issue it finds, you get three things:

• The rule it breaches, referenced precisely
• The offending line, quoted word for word from your copy
• Wording that would pass, so fixing it takes minutes, not a back-and-forth

A Passmark report: three issues found against the FCA Financial Promotions rulebook, each with the rule, the quoted line and a suggested fix.

Built to be trusted

A compliance tool is only useful if people can rely on what it says. So Passmark has a simple rule of its own: no invented breaches. Every finding has to quote the source copy word for word, and anything that can't be traced back to your actual text is discarded before you ever see it.

Teams also need to stay in control of the judgement calls. Each compliance model can be tuned with three settings: how strict it is, the tone of its suggested fixes, and how deep the review goes. You can start from a ready-made rulebook, clone and adapt it, or write your own rules from scratch.

Made for teams

Passmark is built for marketing teams, agencies, brand managers and in-house compliance reviewers. Scans are kept with their verdicts, model versions and reviewer notes, giving you an audit trail when you need to show your working. Teams share a workspace with role-based access, and higher plans can produce reports in your own branding to share with clients.

For teams that publish at volume, the API lets Passmark plug straight into a content management system or publishing pipeline, so copy can be checked automatically before it goes live.

What we learned

Passmark is a good example of what Labs is for. Putting AI to work in a regulated setting means designing for trust from day one: grounding every answer in the source material, keeping people in control of the rules, and recording how each decision was made. Those same principles shape how we approach AI in our client work.

Own it

Passmark is one of our ready-to-go software businesses. It's built, live and taking sign-ups, and it's available to own outright for £50,000. If you'd like to run it as your own, get in touch and we'll talk you through it.

Try it

Passmark is live in early access, with 25 free scans and no card required. You can also try a quick check against the ASA / CAP Code on the homepage without creating an account. Visit passmark.io to give it a go.