Article

COD Policy + Meta Ad Copy: What Indian D2C Brands Can Promise

Wittelsbach Free Intermediate India

A rare piece connecting ASCI and Consumer Protection (E-Commerce) Rules 2020 compliance to actual conversion economics, with a real before/after case (chargebacks 1.9% to 0.7%) showing vague COD promises hurt, not help, real sales.

  • 'Free COD, no questions asked' style ad copy risks ASCI and Meta India policy violations and attracts return-prone buyers
  • Replacing vague COD claims with explicit terms ('COD available, 7-day return on unopened items') can raise repeat purchase rate even if initial CTR dips
  • Ad copy, product page, and stated policy need to match exactly; treat the ad as the start of the customer relationship, not just a traffic source
  • Transparent copy filters for buyers who actually complete the purchase, not just click
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The question it answers

  1. My ads get clicks but no sales, why aren't my Meta ads converting?

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