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

Aramco Overseas Oil Company BV t/a Aramco
- Not upheld
- Social media (paid ad)
- 09 July 2025
Paid-for LinkedIn, Google and Instagram ads featuring a Formula 1 car did not make misleading environmental claims.
Detox Today
- Upheld
- Website (own site)
- 09 July 2025
A website homepage for an alcohol addiction help and support service misleadingly implied that the advertiser directly provided registered medical treatment.
GoBrands Euro Intermediate Holdings SARL t/a gopuff
- Upheld in part
- Website (own site)
- 09 July 2025
A website for a Grocery delivery service which was promoting an ‘Aldi Price Match’ implied that all non-optional fees were included in the price match when this wasn’t the case, but didn’t present pricing information in a misleading way.
MyFlowers Ltd t/a MyFlowers
- Upheld
- Search (paid)
- 09 July 2025
A paid-for Google search ad and a website for a flower delivery service misleadingly implied that same-day delivery was available in all instances and for all UK addresses.

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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