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

Ambassador Cruise Holidays Ltd
- Upheld
- Email
- 27 August 2025
An email advertising offers on cruises made misleading savings claims.
Contact Solar Ltd
- Upheld
- Search (paid)
- 27 August 2025
A paid-for Bing search ad for a solar panel installation company made unsubstantiated price claims and omitted material information that was likely to affect consumers’ understanding of the price claim.
Formulapower/fuelcat Ltd t/a Fuel Cat
- Upheld
- Website (own site)
- 27 August 2025
A website for a company selling fuel catalysts made unsubstantiated claims that their products could improve engine efficiency.
Team RH Fitness Ltd
- Upheld
- Website (own site)
- 27 August 2025
A webpage advertising a health and fitness app was misleading as it failed to make clear that a subscription had a minimum commitment period of a 12-months.

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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