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

GJF Baron Nobilis Services Co. Ltd t/a Noble Titles
- Upheld
- Website (own site)
- 28 January 2026
A webpage for a title purchasing website misleadingly implied that the public could purchase a legal or officially recognised title through their service.
Mamedica Ltd
- Upheld
- Website (own site)
- 28 January 2026
A website for a medical cannabis clinic made misleading price comparison claims, failed to make the basis of comparisons with competitors clear and didn’t ensure that people would be able to verify comparative claims.
TUI UK Ltd
- Upheld
- Website (own site)
- 28 January 2026
A holiday listing featured on the TUI website misleadingly advertised prices that weren’t available to the public.
Whitworths Ltd
- Upheld
- Social media (own site)
- 28 January 2026
An Instagram carousel post for WhitworthsUK misleadingly implied that a product counted toward the Government’s recommended “five a day” portions of fruit and vegetables and made unauthorised comparative nutrition claims.

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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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