Rulings (153)
  • Morley's (Fast Foods) Ltd

    • Upheld
    • Social media (influencer or affiliate ad)
    • 23 September 2026

    An Instagram post by Ellie Scotney for Morley’s UK broke the rules by featuring an identifiable less healthy food product. 

  • The Trade Desk, Inc

    • Upheld
    • Social media (paid ad)
    • 23 September 2026

    A promoted LinkedIn post from a media buying platform broke the rules by featuring an identifiable less healthy food. 

  • Harnbury Holdings Ltd t/a San Carlo

    • Upheld
    • Social media (influencer or affiliate ad)
    • 23 September 2026

    An Instagram post by Pamela Olender for the restaurant San Carlo Cicchetti wasn’t obviously identifiable as an ad and broke the rules by featuring an identifiable less healthy food product. 

  • PLK Chicken UK Ltd t/a Popeyes

    • Not upheld
    • Social media (paid ad)
    • 02 September 2026

    An Instagram ad by @onlyscrans and a paid-for Instagram ad for Popeyes didn’t break the rules by featuring an identifiable less healthy food product.  

  • Costcutter Supermarkets Group Ltd t/a Costcutter and Mondelez Europe Services GmbH – UK branch t/a Cadbury (Mondelez)

    • Upheld in part
    • Social media (paid ad), Website (own site)
    • 05 August 2026

    A webpage for Costcutter and Cadburys broke the rules by featuring an identifiable less healthy food product. Another ad was investigated but it didn’t break our rules.

  • Airbrush

    • Upheld
    • 29 July 2026

    Two paid-for Facebook ads and a website for a hairstyling company misleadingly implied they were endorsed by fashion brands, used unrelated influencer content to promote their product and didn’t have evidence to show that testimonials were genuine.

  • Kind Patches Ltd

    • Upheld
    • Social media (paid ad)
    • 15 July 2026

    A paid-for Facebook ad for a supplement company made claims that a supplement patch could help with weight-loss and made medicinal claims for products that weren’t authorised by the Medicines and Healthcare products Regulatory Agency (MHRA). The ad was also socially irresponsible and incl...

  • Stove Industry Alliance Ltd t/a Stove Industry Association (SIA)

    • Upheld
    • Website (own site)
    • 08 July 2026

    [Republished ruling] A website for the Stove Industry Association made unsubstantiated claims that modern stoves emitted significantly lower emissions than open fireplaces or older stoves, and that they were a low-emission way to heat a home. It also failed to make the basis of comparative environmental claims clear.

  • Microsoft Ltd t/a Microsoft

    • Upheld
    • Poster (digital static image)
    • 24 June 2026

    Two digital posters for the Xbox Game Pass failed to make clear that the games shown in the posters included in game purchases. 

  • Dribble Media Ltd t/a Midnite

    • Not upheld
    • Social media (influencer or affiliate ad)
    • 10 June 2026

    A TikTok post on Mia Mon’s account promoting an online betting platform didn’t feature someone who was likely to be of strong appeal to under-18s.

  • Betway Ltd t/a Betway

    • Not Upheld
    • Social media (own site)
    • 27 May 2026

    An Instagram post for Betway featuring Thierry Henry wasn’t likely to be of strong appeal to under-18s. 

  • Novita Diamonds Ltd t/a Novita Diamonds

    • Upheld
    • Social media (paid ad)
    • 13 May 2026

    Two paid-for Meta ads for a jewellery retailer didn’t make clear that their diamonds were synthetic. 

  • Beiersdorf UK Ltd

    • Upheld
    • Poster
    • 29 April 2026

    A poster ad for Eucerin Skincare misleadingly claimed that a serum was clinically proven to make you look up to 5 years younger.

  • Sinointeractive Digital Marketing Co Ltd t/a trustedbuyerguide.org

    • Upheld
    • Search (paid)
    • 22 April 2026

    A paid-for search ad for a vacuum review website failed to make their commercial intent clear and falsely implied they were acting for purposes outside their trade by presenting websites used for marketing purposes as independent review sites.

  • Pets Corner UK Ltd t/a Pet Food Expert

    • Upheld
    • Website (own site)
    • 22 April 2026

    A homepage for a website providing information about pet food falsely implied they were acting for purposes outside their trade by misleadingly presenting the website as independent.

  • Lidl Northern Ireland Ltd

    • Upheld
    • Social media (influencer or affiliate ad)
    • 15 April 2026

    An Instagram post for Lidl by influencer Emma Kearney broke the rules by featuring an identifiable less healthy food product.

  • GDK International Ltd t/a German Doner Kebab

    • Not upheld
    • Social media (influencer or affiliate ad)
    • 15 April 2026

    An Instagram ad for German Doner Kebab, posted by influencer John Fisher, didn’t break the rules by featuring an identifiable less healthy product.

  • Juniper Technologies UK Ltd t/a Juniper

    • Upheld
    • Social media (paid ad)
    • 08 April 2026

    Two paid-for Instagram ads for an online pharmacy promoted prescription-only medicines to the public, which is against the law and our rules. They also created an undue sense of urgency for members of the public who are considering medicated weight-loss programmes.

  • ZOE Ltd

    • Upheld
    • Social media (paid ad)
    • 11 March 2026

    [Republished ruling] A paid-for Facebook ad misleadingly claimed that a supplement didn’t contain any ultra-processed ingredients. 

  • UK Meds Direct Ltd

    • Upheld
    • Social media (influencer or affiliate ad)
    • 11 February 2026

    Two TikTok ads for weight-loss injections promoted prescription-only medicines to the public, against the law and our rules.

Informally resolved (60)
  • Way of Life Management Ltd t/a Way of Life

    • 06 August 2025
    • Number of complaints: 1

  • Maddox Gallery Ltd

    • 14 May 2025
    • Number of complaints: 1

  • Rheal Superfoods Ltd

    • 26 March 2025
    • Number of complaints: 1

  • Cheap Flights Club Ltd

    • 11 December 2024
    • Number of complaints: 0

  • SadieQueen t/a SadieQueen88

    • 13 November 2024
    • Number of complaints: 1

  • Bradley Simmonds t/a bradleysimmonds

    • 02 October 2024
    • Number of complaints: 1

  • London North Eastern Railway Ltd t/a LNER

    • 02 October 2024
    • Number of complaints: 1

  • Chubb Ltd

    • 31 July 2024
    • Number of complaints: 0

  • Jaded London Ltd

    • 31 July 2024
    • Number of complaints: 0

  • L'Oréal (UK) Ltd

    • 17 July 2024
    • Number of complaints: 0

    Topic: Beauty products, grooming and hygiene

  • Zen Internet Ltd

    • 19 June 2024
    • Number of complaints: 1

    Topic: Computers, phones and telecoms

  • AG Communications Ltd

    • 19 June 2024
    • Number of complaints: 1

    Topic: Gambling

  • HHGL Ltd

    • 24 April 2024
    • Number of complaints: 0

  • Saff-Pro

    • 20 March 2024
    • Number of complaints: 1

  • Heartful Healing

    • 13 March 2024
    • Number of complaints: 1

  • Not Blowing Smoke Ltd

    • 06 March 2024
    • Number of complaints: 1

  • Prism Marketing Group Ltd

    • 06 March 2024
    • Number of complaints: 1

  • Idahoan Foods LLC w/ Bev Stewart

    • 28 February 2024
    • Number of complaints: 1

  • Lizzy Hadfield

    • 06 December 2023
    • Number of complaints: 1

  • Rixos Hospitality BV

    • 15 November 2023
    • Number of complaints: 1