- Promise
- Intermarché · 1% of media budget donated
- Beneficiary
- Secours Populaire Français
- Proof level
- Campaign run before the standard
Every cause claim,
proven.
Proof of Cause turns a promise made in an ad "€1 donated", "1% of media budget given" into a public proof page: amount, verified beneficiary, transfer date, confirmation by the nonprofit. Built for the EU's new rules on social claims.
Join 2,500+ purpose-driven advertising leaders.
/WHY NOW
Since 27 September 2026, an unsubstantiated cause claim in an ad is a misleading commercial practice under EU law (Directive 2024/825).
A label that is not certified by a third party can no longer be displayed. Brands doing cause marketing need proof that is simple, public and kept on record. That is what Proof of Cause does. Ad For Good never handles funds: the brand pays the nonprofit directly, we publish and keep the proof.
/OUR PARTNERS
Publicis GroupeJCDecauxCondé NastL'Oréal ParisdeezerCosmopolitan
/THE PROOF OF CAUSE STANDARD
Four levels of proof
- 0Level 0Declarative
The brand makes the claim, with no supporting evidence.
- 1Level 1Documented
The agreement with the nonprofit and the transfer order are filed.
- 2Level 2Confirmed
The beneficiary nonprofit independently confirms the amount received and attaches its receipt.
- 3Level 3Attested
An independent chartered accountant attests that the amount paid matches the promised calculation.
Every proof page shows its level clearly. The standard is published free of charge so that lawyers, nonprofits and journalists can refer to it.
How it works
- 1
The brand or its sales house declares the exact promise, the calculation method and the beneficiary nonprofit.
- 2
We check the nonprofit (RNA / SIREN, tax status) and publish the proof page with an "in progress" counter.
- 3
The brand files its evidence; the nonprofit confirms receipt in two clicks.
- 4
The page moves to the level reached, a time-stamped file is handed to the brand's legal team, and the page stays online for five years.
/CAMPAIGNS
- Promise
- La Banque Postale · 1% of media budget donated
- Beneficiary
- Apprentis D'Auteuil
- Proof level
- Campaign run before the standard
- Promise
- Café Royal · 1% of media budget donated
- Beneficiary
- Fondation GoodPlanet
- Proof level
- Campaign run before the standard
- Promise
- AlterECO · 1% of media budget donated
- Beneficiary
- Reforestaction
- Proof level
- Campaign run before the standard
/ AWARDS
Our awards
by VIVA Technology
Best social and environmental impact start up
1st prize won at VIVA Technology Paris in 2018
2018by Publicis
Best AI & Ethical Advertising Solution
Laureate 2025 by Positive Media Project from Publicis
2025by VIVA Technology
Best services in outdoor advertising
1st prize won at VIVA Technology Paris in 2019
2019Who it's for
One standard, three roles. Each party brings its part of the proof.
Turn your promise into proof you can stand behind, reuse it across all your communication, and give your legal team a complete file.
Add a compliant cause offer to your catalogue, white-label, with no in-house development.
Confirm donations received in two clicks, get the "verified partner" badge and ask your partners for proof. Free for nonprofits.
THE STANDARD
The standard in numbers
Three facts that define how Proof of Cause works.
4levels of proof
5 yearseach proof page is kept online
0%taken from donations
/ JOURNAL
Stories, ideas, and methods
Proof, regulation and cause-marketing practice.
- · proof
What counts as proof when advertising claims a cause
When ads claim a cause, proof is an inspectable chain — claim, action, recipient, evidence — not mood, colour, or logo association.
· regulationWhen “green” becomes a prohibited claim: what EmpCo changes for advertisers
From 27 September 2026, vague environmental claims in consumer advertising face a harder test. EmpCo does not end purpose-led campaigns. It ends purpose without proof.
From Advertising to Activism: Why Consumers Now Expect Real Brand Commitment