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.

+ Read more - Read less

Latest rulings

Fischer Future Heat UK Ltd
- Upheld
- Internet (on own site), Leaflet
- 13 November 2019
Claims on a flyer and website for a heating system were misleading and unsubstantiated.
Cells4Life Group LLP
- Upheld in part
- Internet (on own site)
- 11 December 2019
Claims on a cord blood stem cell bank website that made comparisons with identifiable competitors were misleading.
Dash Brands Ltd t/a DASH
- Not upheld
- Internet (on own site)
- 11 December 2019
Claims on a website for sparkling water did not break the misleadingness rules.
GFT Retail UK Ltd t/a Snact
- Not upheld
- Internet (on own site)
- 11 December 2019
Claims on a website for snacks made from food waste did not break the misleadingness rules.

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.

Latest news

Avoiding ‘Fake Views’ – A guide to testimonials and endorsements

Flying home for Christmas - Travel pricing and availability

Launching CAP Bitesize - learning the ad rules in bitesize chunks

Referring to persons with disabilities in ads

Latest rulings

Fischer Future Heat UK Ltd

Cells4Life Group LLP

Dash Brands Ltd t/a DASH

GFT Retail UK Ltd t/a Snact

Help getting it right

Popular advice

Influencer's Guide

Promotional marketing: Terms and Conditions (T&Cs)

Online Affiliate Marketing

Relevant codes

03 Misleading advertising

03 Misleading advertising