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

Centre of CPD Excellence
- Upheld
- Website (own site)
- 18 March 2026
A website for an accreditation company made misleading claims it had panels of specialists, independent industry experts, accreditation against internationally recognised standards and official relationships with insurance partners.
Grind Coffee Roasters Ltd t/a Grind
- Upheld
- Website (own site)
- 18 March 2026
An ad on Grind’s own website for its coffee pods failed to make the basis of a price comparison clear and misrepresented their competitor product’s end-of-life arrangements.
Humantra UK Operations Ltd t/a Humantra
- Upheld
- Social media (paid ad)
- 18 March 2026
A paid-for Facebook ad for electrolyte sachets broke rules prohibit claims that state or imply a food can prevent, treat or cure human disease.
ZOE Ltd
- Upheld
- Social media (paid ad)
- 11 March 2026
[Republished ruling] A paid-for Facebook ad misleadingly claimed that a supplement didn’t contain any ultra-processed ingredients.

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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