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

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.
Dr Bunny Aesthetics
- Upheld
- Internet (website content)
- 24 April 2024
An online listing for a cosmetic surgery practitioner advertised prescription-only medicines and misleadingly implied a doctor or someone with a general medical qualification ran the service.
Hismile Pty Ltd
- Social media (paid ad)
- 24 April 2024
Two paid-for TikTok and Instagram ads misleadingly implied that a colour correcting product was effective for whitening teeth immediately.
XC Trains Ltd t/a Cross Country Trains
- Internet (website content)
- 17 April 2024
A webpage made misleading claims about the availability of complimentary food and drink for First Class passengers on Cross Country Trains.

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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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