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

Haven Leisure Ltd
- Upheld
- Social media (paid ad)
- 19 March 2025
A paid-for Facebook ad and website made misleading price claims.
Dawn Hazeldine t/a Stockport Counselling Services
- Upheld
- Internet (website content)
- 12 March 2025
A webpage misleadingly claimed that they were associated with the BACP and implied that they’d received training and qualifications from them when this wasn't the case.
Petchip.Network
- Upheld
- Search (paid)
- 12 March 2025
Two paid-for Google search ads for Petchip.Network misleadingly implied they were an approved database to comply with the legal requirements for microchipping cats and dogs.
Shop TJC Ltd t/a Ideal World
- Upheld
- Television
- 12 March 2025
A teleshopping presentation made unsubstantiated price and savings 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.

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