{
  "_provenance": "Assembled 17 Jul 2026 from gameplan/demo/pslove/adcp/ corpus (Meta Ad Library SG+MY, Shopee SG+MY official stores, NDO Facebook, Blood TikTok) + Case 2 gate corpus. Every claim carries its evidence source. Public data only.",
  "markets": {
    "blood_sg": {
      "brand": "Blood",
      "market": "Singapore",
      "language": "en",
      "voice": {
        "register": "playful, direct, emoji-forward; SG-localized (heat & humidity, MRT, named retail chains); UGC-flavored video captions; benefit bullets in paid copy",
        "tagline": "Uncover a better period with Blood. Today was good. Tomorrow will bleed better.",
        "evidence": "meta-ads-blood.md (all 12 ads); advertiser profile block"
      },
      "approved_claims": [
        { "claim": "40% thinner", "scope": "Ultra-thin Panty Pad", "evidence": "meta-ads-blood.md A1-A4; Shopee MY 360 panty pads listing" },
        { "claim": "360-degree all-day protection", "scope": "pads/panty pads", "evidence": "meta-ads-blood.md A1-A4, link card 'Made Slimmer'" },
        { "claim": "Japanese GushDry superabsorbent technology", "scope": "corn pads", "evidence": "meta-ads-blood.md B1; shopee-catalog.md #2" },
        { "claim": "itch & rash-free", "scope": "corn pads", "evidence": "meta-ads-blood.md A4; shopee-catalog.md #2 (Non-Itch Corn Pad)" },
        { "claim": "biodegradable sheet", "scope": "pads/liners", "evidence": "meta-ads-blood.md B1 box copy; Shopee liner listing" },
        { "claim": "100% drug-free", "scope": "MenstruHeat", "evidence": "meta-ads-blood.md C1-C6 bullet block" },
        { "claim": "targeted relief in 5 mins", "scope": "MenstruHeat", "evidence": "meta-ads-blood.md C bullets" },
        { "claim": "lasts up to 12 hours", "scope": "MenstruHeat", "evidence": "meta-ads-blood.md C bullets" },
        { "claim": "improved German adhesive", "scope": "MenstruHeat", "evidence": "meta-ads-blood.md C bullets" },
        { "claim": "over 3 mil sold worldwide", "scope": "MenstruHeat only, link-card context", "evidence": "meta-ads-blood.md C6 link card" },
        { "claim": "Rated 4.9", "scope": "corn pads / panty pad link cards", "evidence": "meta-ads-blood.md A4, B2 link cards; Shopee SG ratings 4.9-5.0" },
        { "claim": "100k+ sold on Shopee", "scope": "liner, corn pad, overnight pads", "evidence": "shopee-catalog.md table" },
        { "claim": "120-day risk-free trial", "scope": "menstrual cup", "evidence": "shopee-catalog.md #5" },
        { "claim": "100% medical grade silicone", "scope": "menstrual cup", "evidence": "video-hooks.md cup hook" },
        { "claim": "100% corn topsheet", "scope": "pads/liners", "evidence": "tiktok-shop-sg.md listings 1-3" },
        { "claim": "Japanese super absorbent core", "scope": "corn pads", "evidence": "tiktok-shop-sg.md #1" },
        { "claim": "3X more dry comfort", "scope": "corn pads", "evidence": "tiktok-shop-sg.md #1" },
        { "claim": "anti-crease design", "scope": "liners", "evidence": "tiktok-shop-sg.md #2" },
        { "claim": "naturally hypoallergenic, unscented", "scope": "pads/liners", "evidence": "tiktok-shop-sg.md #2" },
        { "claim": "shelf life of 36 months", "scope": "pads/liners", "evidence": "tiktok-shop-sg.md #2-3" }
      ],
      "do_not_say": [
        { "pattern": "absolute leak promises (leak-free, zero leaks, no leaks, leak-proof)", "reason": "contradicted by own 5-star reviewers (side-leak 2023, gush-change 2024, 'leak proof most of the time' 2026); Case 2 do-not-say #2", "evidence": "run-report refusal log, LIVE-COPY AUDIT entry" },
        { "pattern": "clinical/medical proof language without a study on file", "reason": "no clinical evidence in the public corpus", "evidence": "corpus absence + Case 1 vendor-number discipline" },
        { "pattern": "ranking claims (#1, best in SG)", "reason": "no ranking evidence on file", "evidence": "corpus absence" },
        { "pattern": "mocking the sufferer / centering partner inconvenience", "reason": "betrays the empathetic relief-hero warmth", "evidence": "run-report V026 voice-flag (4/10)" },
        { "pattern": "OPEN OWNER QUESTION - live-copy audit #2", "reason": "Blood's own TikTok Shop overnight listing carries 'Leak-Free Protection' in the title and 'ensures complete leak-free confidence' in the description - the exact absolute-leak class this gate blocks on reviewer-contradiction evidence. Not added to approved claims; mirrors the Case 2 live-copy audit finding on the Meta caption.", "evidence": "tiktok-shop-sg.md #3" }
      ],
      "retailers": ["FairPrice", "Watsons", "Guardian", "Cold Storage", "NTUC", "7-Eleven", "Sheng Shiong", "redmart"],
      "destinations": ["getblood.com", "sg.getblood.com", "Shopee SG (Blood Official Store)", "TikTok Shop SG (Mall store, found 18 Jul 2026)"],
      "social_proof_phrasing": "Rated 4.9 ⭐"
    },
    "blood_my": {
      "brand": "Blood Malaysia",
      "market": "Malaysia",
      "language": "en + bm, code-switch (rojak) is house register",
      "voice": {
        "register": "EN video creatives; BM/rojak captions and reels ('No more bocor dengan pad jagung Blood!', 'Anda struggle time period!'); 'meow meow' euphemism is brand-approved; meme formats in organic (potato-desert reel)",
        "rule": "formal textbook Malay is OFF-brand; code-switching matches live copy",
        "evidence": "blood-malaysia.md language pattern + F5-F9 copy families"
      },
      "approved_claims": [
        { "claim": "itch & rash-free 100% corn top-sheet", "scope": "corn pads", "evidence": "blood-malaysia.md F1/F2 bullet block" },
        { "claim": "naturally hypoallergenic", "scope": "corn pads", "evidence": "blood-malaysia.md F1/F2" },
        { "claim": "2mm ultra-thin", "scope": "corn pads", "evidence": "blood-malaysia.md F1/F2" },
        { "claim": "3x more dry / 3x drier than regular pads", "scope": "corn pads", "evidence": "blood-malaysia.md F1/F2" },
        { "claim": "free from toxins", "scope": "corn pads", "evidence": "blood-malaysia.md F1" },
        { "claim": "GushDry absorbs period flow fast (menyerap haid dengan pantas)", "scope": "corn pads", "evidence": "blood-malaysia.md F6" },
        { "claim": "terbukti anti bocor dan ruam (proven anti-leak & anti-rash)", "scope": "corn pads, BM phrasing as used in live ads", "note": "BM 'anti bocor' runs in Blood MY's own live ads while the EN absolute-leak rule blocks 'leak-free' - flagged to owner as a market-consistency question, not silently resolved", "evidence": "blood-malaysia.md F8; run-report absolute-leak-claim rule" },
        { "claim": "3x better absorption", "scope": "corn pads", "evidence": "blood-malaysia.md F4" },
        { "claim": "hyaluronic acid helps nourish/moisturise skin (membantu melembapkan kulit)", "scope": "Hyaluronic Acid panty liner", "evidence": "blood-malaysia.md F9" },
        { "claim": "Dinilai 4.9 oleh lebih 10,000 wanita (rated 4.9 by 10,000+ women)", "scope": "corn pads/liners link cards", "evidence": "blood-malaysia.md link cards" },
        { "claim": "liners 25/29/33/41cm & panty pads range", "scope": "range statement", "evidence": "blood-malaysia.md F1/F2" }
      ],
      "do_not_say": [
        { "pattern": "EN absolute leak promises (leak-free, zero leaks, no leaks)", "reason": "same claim class Case 2 blocked in SG; reviewer contradictions are brand-wide", "evidence": "run-report refusal log" },
        { "pattern": "clinical proof / ranking / 100% guarantees", "reason": "no evidence on file", "evidence": "corpus absence" }
      ],
      "retailers": ["Watsons", "Guardian", "Lotus's", "Aeon Co", "Caring Pharmacy", "BIG Pharmacy"],
      "destinations": ["shopee.com.my (Blood Official Store)", "brand link cards"],
      "social_proof_phrasing": "Dinilai 4.9 ⭐ oleh lebih 10,000 wanita"
    },
    "ndo_sg": {
      "brand": "No Days Off",
      "market": "Singapore",
      "language": "en",
      "voice": {
        "register": "playful hand-drawn parent-to-parent ('Come early, yeah? 😉'), mascots, self-aware copy ('That's it. That's the whole story.'), giveaway/offer mechanics",
        "evidence": "ndo-social.md posts 1-6"
      },
      "approved_claims": [
        { "claim": "first diaper made from corn", "scope": "brand", "evidence": "ndo-social.md post 3" },
        { "claim": "anti-rash, made from corn", "scope": "diapers", "evidence": "ndo-social.md banner badges" },
        { "claim": "hypoallergenic", "scope": "diapers", "evidence": "ndo-social.md comparison table" },
        { "claim": "3x drier vs cotton", "scope": "diapers", "evidence": "ndo-social.md giveaway creative" },
        { "claim": "soft & stays dry", "scope": "diapers", "evidence": "ndo-social.md comparison table" },
        { "claim": "biodegrades", "scope": "corn material", "evidence": "ndo-social.md comparison table" },
        { "claim": "Buy 1 Free 1 (new customers) / Buy 3 Free 1 (everyone)", "scope": "offers", "evidence": "ndo-social.md posts 4-5" }
      ],
      "do_not_say": [
        { "pattern": "overnight performance claims (through the night, all-night dry)", "reason": "product-risk finding: ~25 overnight-leak complaints clustered May-Jun 2026, several traced to fit/cut; claims resume after the fit fix", "evidence": "run-report V040 refusal, ndo-overnight-claim rule" },
        { "pattern": "absolute leak promises", "reason": "same class discipline as Blood", "evidence": "run-report rule set" }
      ],
      "retailers": [],
      "destinations": ["Shopee", "TikTok Shop"],
      "social_proof_phrasing": null,
      "channel_note": "marketplace-led; zero active Meta ads at capture (17 Jul 2026) - launch-support scenario, not always-on paid"
    }
  }
}