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

Dualit Ltd
- Upheld
- Search (paid)
- 30 April 2025
A paid-for search ad misleadingly implied that coffee bags could be composted at home when this wasn't the case.
Groupon International Ltd
- Upheld
- Website (own site)
- 30 April 2025
A website made misleading pricing and savings claims.
Lavazza Coffee (UK) Ltd
- Upheld
- Search (paid)
- 30 April 2025
A paid-for search ad misleadingly implied that coffee pods could be composted at home when this wasn't the case.
ABD Supplies Ltd
- Upheld
- Email, Website (own site)
- 23 April 2025
Two emails and two product listings misleadingly and irresponsibly suggested that HID and LED conversion kits could be used by most vehicles on public roads.

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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