Misleading

A big part of our role is ensuring that ads don’t mislead. In fact, just over 70% of our work involves responding to and tackling concerns about misleading ads.

We should all be able to trust the ads we see and hear. And, in the majority of cases, we can. UK advertisers, by and large, stick to the rules. We only step in on occasions where an advertiser over-exaggerates, omits key information, or makes ambiguous or unclear claims in a way that’s likely to confuse or mislead us into making a purchase we wouldn’t otherwise have made.

The kind of complaints we receive about misleading ads often concern pricing and issues such as hidden costs like booking fees and credit card charges. We also receive complaints about exaggerated savings claims, significant terms and conditions not being made clear, promotions that aren’t run fairly, and health claims that discourage potentially vulnerable people from seeking professional medical advice or treatment.

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Latest rulings

Tonic Nutrition Ltd t/a Tonic Health
- Upheld
- Internet (website content), Social media (own site)
- 16 July 2025
A website review page and an Instagram reel, for a sleep supplement, featured misleading customer reviews and made unauthorised specific and comparative health claims.
Trip Drink Ltd
- Upheld
- Website (own site)
- 16 July 2025
A website for TRIP drinks, made unauthorised claims that the drink could prevent, cure or treat human disease. As well as unauthorised nutrition and health claims.
Aramco Overseas Oil Company BV t/a Aramco
- Not upheld
- Social media (paid ad)
- 09 July 2025
Paid-for LinkedIn, Google and Instagram ads featuring a Formula 1 car did not make misleading environmental claims.
Detox Today
- Upheld
- Website (own site)
- 09 July 2025
A website homepage for an alcohol addiction help and support service misleadingly implied that the advertiser directly provided registered medical treatment.

View all rulings

Misleading

A big part of our role is ensuring that ads don’t mislead. In fact, just over 70% of our work involves responding to and tackling concerns about misleading ads.

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