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

Bakkavor Ltd
- Upheld
- Packaging (promotion)
- 29 April 2026
A promotion featured on the packaging of a cookie dough dessert misleadingly implied that particular products were included in the promotion, causing unnecessary disappointment.
Beiersdorf UK Ltd
- Upheld
- Poster
- 29 April 2026
A poster ad for Eucerin Skincare misleadingly claimed that a serum was clinically proven to make you look up to 5 years younger.
CC Response NW Ltd
- Upheld
- Search (paid), Website (own site)
- 29 April 2026
Two paid-for Google search listings and a web landing page for an accident claims management company failed to make the nature of their service clear, misleadingly implied there was no cost to consumers and made misleading claims in relation to potential savings.
Exclusive Law Ltd
- Upheld
- Search (paid), Website (own site)
- 29 April 2026
Three paid-for Google search listings and a website for an accident claims management company failed to make the nature of their service clear, misleadingly implied there was no cost to consumers and irresponsibly discouraged consumers from approaching their insurance provider. They also misleadingly implied that the u...

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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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