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.

+ Read more - Read less

Latest rulings

Aspro Atlantic Medikal Turizm Ticaret Limited Şirketi t/a AsproMED
- Upheld
- Social media (paid ad)
- 27 September 2023
A paid-for Facebook ad for cosmetic surgery abroad was irresponsible, trivialised the decision to undergo surgery, contained misleading claims about bariatic surgery and misleadingly omitted information regarding the need for pre-consultation.
Ejec Ventures LLC t/a Auri Nutrition
- Upheld
- Internet
- 24 July 2024
A paid-for Facebook ad made claims that a supplement could eliminate stress and also made unauthorised specific health claims and general health claims.
Innocent Health Ltd t/a Novomins Nutrition
- Upheld
- Internet
- 24 July 2024
A paid-for Facebook ad made claims that a supplement could treat anxiety and also made unauthorised specific health claims and general health claims.
Nowt Ventures Ltd t/a Feel Güd
- Upheld
- 24 July 2024
Four paid-for Facebook ads made claims that a supplement could treat anxiety and also made unauthorised specific health claims and general health claims.

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.

Latest news

Latest rulings

Help getting it right

Popular advice

Relevant codes