CORE 01
Green Claims
Environmental and sustainability claims, evidence and substantiation.
An innovation project in development
Verify before
you publish.
Validni is developing an AI-assisted platform to help businesses assess marketing claims and advertising content before publication — with a focus on evidence, relevant regulations and authoritative sources.
Currently in the concept and development-planning stage
The proposed workflow
From marketing claim to evidence.
The planned platform is designed to organise a preventive review into clear, traceable steps. The workflow below describes the intended product concept, not a currently operating service.
01 · ContentMarketing and advertising material submitted for review.
02 · AnalysisAI-assisted identification of claims and potential risk indicators.
03 · VerificationComparison with relevant rules and authoritative information sources.
04 · ReportStructured findings with references, evidence trail and limitations.
The product scope
15 compliance areas. One preventive workflow.
The planned catalogue contains 15 compliance areas: eight core areas and seven expansion areas. They form the long-term product scope; the Serbian MVP will validate a smaller set of priority use cases first.
CORE 02
Prices & Discounts
Price presentation, discounts, reference prices and promotional clarity.
CORE 03
AI Transparency
Transparency around AI-generated or AI-manipulated content.
CORE 04
Dark Patterns
Manipulative interface patterns and consumer choice architecture.
CORE 05
Health Claims
Health-related marketing claims and their supporting evidence.
CORE 06
Hidden Advertising
Disclosure of sponsored, influencer and commercial communications.
CORE 07
PDO / PGI Protection
Use of protected designations of origin and geographical indications.
CORE 08
Fake Reviews
Review authenticity signals, misleading ratings and testimonials.
EXPANSION 09–15
Seven additional areas in the planned catalogue
These areas extend the initial catalogue as the MVP, source coverage and market evidence mature.
EXPANSION 09
Guarantees & Conformity
Consumer guarantees, conformity of goods and related information duties.
EXPANSION 10
Subscriptions & Cancellation
Recurring payments, renewal terms, cancellation and withdrawal flows.
EXPANSION 11
Financial & Investment Claims
Marketing statements about financial products, returns, risks and investments.
EXPANSION 12
Comparative Advertising
Comparisons with competitors, products, prices and performance claims.
EXPANSION 13
Marketing & Legal Consistency
Consistency between public marketing messages, terms, policies and supporting documents.
EXPANSION 14
Children & Vulnerable Groups
Advertising practices and claims directed at children or vulnerable audiences.
EXPANSION 15
Product Information & Declarations
Product descriptions, mandatory information, labels and declarations.
Catalogue scope is not a claim that all 15 areas are already implemented. The MVP roadmap prioritises five practical use cases; module coverage will be introduced and validated progressively for each market.
Implementation strategy
A phased path from Serbia to wider markets.
Prioritise practical value for Serbia first, then expand the compliance catalogue and geographic coverage after MVP validation.
MVP priority is not the same as the full module catalogue.The first release focuses on five practical use cases selected for Serbian market relevance, source availability and implementation feasibility. The 15-area catalogue describes the wider planned coverage.
Phase 01 · Foundation
Serbia-first MVP
Build and validate a focused product with reliable Serbian sources and a usable review workflow.
- Prices and discounts
- Hidden advertising
- Fake reviews
- Guarantees and conformity
- Subscriptions and cancellation
Phase 02 · Expansion
Deeper compliance coverage
Extend the module catalogue, evidence handling and cross-checking of commercial content.
- Green and health claims
- Financial and investment claims
- Dark patterns
- Marketing and legal document consistency
- Comparative advertising
Phase 03 · Scale
Regional and EU readiness
Add jurisdiction-specific rules and trusted data providers after the Serbian MVP demonstrates value.
- Children and vulnerable-group advertising
- Product declarations and information
- AI transparency
- PDO / PGI protection
- Country-specific source integrations
Indicative sequencing, not a delivery-date commitment. Exact release scope depends on project validation, source availability and regulatory review.
Beyond business compliance
A practical information and protection platform for consumers.
Validni has the potential to grow beyond a business-facing compliance tool into a trusted public resource: helping people understand commercial messages, recognise warning signs, find reliable information and make more informed purchasing decisions.
01
Understand your rights
Plain-language guides to consumer rights, guarantees, conformity, returns, subscriptions, cancellations, complaints and common purchase situations — linked to the relevant rules and official institutions.
02
See through advertising claims
Explanations of price reductions, environmental and health claims, sponsored content, influencer promotions and other messages that may affect a buying decision. Show what is evidenced, unclear or still needs checking.
03
Check products and offers
A planned consumer-friendly checker where a person could submit a product page, advertisement or offer and receive a structured explanation of relevant claims, available evidence, potential red flags and source links.
04
Recognise suspicious patterns
Educational examples of fake or unverifiable reviews, hidden sponsorship, misleading countdowns, pressure tactics, unclear recurring payments and difficult cancellation flows.
05
Find trusted alerts and sources
A future information hub could bring together official product-safety notices, recalls, consumer alerts, relevant public registers and guidance from competent institutions, with dates and original-source links.
06
Know where to turn next
Step-by-step signposting to the appropriate seller, market-surveillance body, consumer organisation or official complaint channel. Validni would help organise information and identify next steps — not adjudicate disputes or replace competent authorities.
A two-sided platform with one public-interest purpose
For businesses: preventive review before publication. For consumers: understandable information and tools to assess claims and offers. Both sides rely on the same foundation — verified sources, transparent reasoning and clearly stated uncertainty.
✓
Evidence, not unsupported ratingsDistinguish verified facts, source statements, user reports and AI-generated indications.
✓
Accessible to ordinary peoplePlain language, practical examples and mobile-friendly access, with deeper references for those who need them.
✓
Responsible handling of reportsAny future community reporting would need moderation, privacy safeguards, anti-abuse controls and a right-of-reply process.
Consumer-facing features are a proposed development direction, not currently available services. Information would be dated, sourced and clearly separated from legal advice. Reports or automated signals would not, by themselves, establish that a trader or product has broken the law.
Technology & evidence infrastructure
AI can analyse a claim. Authoritative sources provide the basis for verification.
Validni is planned as a provider-independent, modular platform. AI services support research and analysis, while a separate national and regulatory source layer anchors findings in traceable information.
01
User input
Advertisement, product page, marketing claim, offer or document.
↓
02
Supervisor & orchestration
Selects the task sequence, permitted agents, skills and tools under defined controls.
AI
EXECUTION LAYER
AI & provider pool
Model providers and APIs, with routing, quotas, fallback options and cost controls.
- Free-tier options for MVP where available
- Provider-independent routing
- Secret and access control
AG
INTELLIGENCE LAYER
Agents & Skills
Specialised agents coordinate bounded tasks; validated skills provide reusable procedures.
- Agent Registry
- Skill Registry
- Permission, integrity and test controls
✓
EVIDENCE LAYER
Data Providers & Sources of Truth
Official legislation, national agencies, regulators, public registers and trusted institutional platforms.
- Source provenance and original links
- Jurisdiction and effective-date tracking
- Freshness and verification status
↓
03
Evidence & regulatory verification
Claims are compared with relevant source material; uncertainty, missing evidence and limitations remain visible.
↓
04
Structured Validni report
Findings, source references, evidence trail, risk indicators and explicit limitations.
National data provider pools
One technical core. Market-specific rules and sources.
The platform can retain a common workflow while adapting its legal mapping, language and official source providers to each jurisdiction.
RS
Serbia · first market
National legislation, competent institutions, registers and official public information.
Phase 01 · MVPREG
Neighbouring markets
Separate national source collections and regulatory mappings for each country.
Phase 02 · RegionalEU
European Union
EU legal sources combined with country-specific sources for relevant Member States.
Phase 03 · EUILLUSTRATIVE SERBIAN SOURCES
Potential source catalogue: Ministry of Internal and Foreign Trade; Legal Information System of the Republic of Serbia; National Bank of Serbia; Serbian Business Registers Agency; Commission for Protection of Competition; competent inspection and regulator portals.
ILLUSTRATIVE EU SOURCES
Potential EU source catalogue: EUR-Lex for EU legislation and Safety Gate for product-safety alerts, complemented by relevant European Commission and national authority portals.
Examples identify potential official source providers only; they do not imply an existing technical integration, data-sharing agreement or endorsement. Each source must be checked for relevance, authority, access terms and update frequency.
Architecture shown is a planned design direction, not a statement that integrations or services are already operational. Free-tier availability and provider terms may change. Official sources are authoritative references, but each item must still be checked for jurisdiction, effective date, amendments and context. AI outputs are analytical assistance, not legal determinations.
Designed around trust
Evidence first. Clear limitations.
Validni’s intended value is not to replace legal professionals or regulators, but to make early review more structured, explainable and accessible.
01
Authoritative sources
Planned references to applicable legislation, official institutions and relevant source documents.
02
Traceable findings
A proposed evidence trail that shows the basis, references and limitations behind each finding.
03
Preventive approach
Designed to help review content before publication, rather than only react after a dispute.
Initial market
Starting in Serbia.
The first planned product scope focuses on the Serbian market. Expansion to neighbouring markets and the European Union would be considered after MVP development and market validation, using jurisdiction-specific rules and source providers.
Development status
Validni is currently at the concept and project-planning stage. The functional platform is proposed for development through the Smart Start project. No public product functionality is available on this website.